It has almost become a tradition that with the beginning of the year Cukier Królewski receives a gold Consumers’ Laurel. It has been the fifth award of this title to our brand and sixth, if we add the elite Consumers’ Laurel – Leader of the 2004–2014 Decade. This great success would not have been possible without our innovative products and a continuing dialogue with consumers which, in our opinion, is the key to an offer satisfying real market needs.
Consumers’ Laurel is one of the most widely recognised nation-wide consumer programs in Poland. Respondents in this research indicate the most popular products and brands by category. According to the organiser, as much as 26% of participants claim that the Consumers’ Laurel award visible on product packagings affects their purchasing choices.
We want to say a big thank you to all those who trust our brand and appreciate its innovation and high product quality. All kind words that we receive from you, in the Waffle Bus or Lemon Bus, and numerous comments on the ‘Życie jest słodkie’ (Life is sweet) fan page are just as important to us as any prize, says Beatrycze Grela, Marketing and PR Director at Südzucker Polska S.A.
The Cukier Królewski brand is mainly associated with top quality which can be maintained, among others, due to modern solutions used by us. More and more Cukier Królewski products are packed in airtight foil bags with self-adhesive labels to protect the edges. Another considerable reason to be proud is the fact that we are the only manufacturer on the market offering icing sugar in a mill, fine sugar in a capped carton or nibs sugar which was not available to individual customers before.
Cukier Królewski’s popularity comes also from active consumer communication. Traditional advertising is only a part of our marketing. We pay a lot of attention to PR communication and non-standard activities. It has been three years now that cities selected by Internet users are visited in winter by the Waffle Bus, symbol of the Sweet Acts of Kindness campaign. The campaign promotes mutual kindness with free waffles dusted with icing sugar. And 2015 was the first year when the Lemon Bus reached the Baltic shore to spread the idea of kindness by offering delicious lemonade.
The Waffle Bus and the Lemon Bus are rather unique marketing actions and the only of this kind to be undertaken by a sugar manufacturer in Poland. A growing number of consumers associate waffles and the Waffle Bus with Cukier Królewski and, no less importantly, are perfectly aware of the campaign’s objective: it is not only to promote kindness but also share happy moments with our clients, such as public and school holidays, continues Beatrycze Grela.
The Cukier Królewski brand holds many consumer promotions with awards and in-store tastings, with communication through social media being also extremely important. The www.facebook.com/ZycieJestSlodkie fan page is the most popular profile of all sugar suppliers in Poland. .