Pudliszki
A New Face of the Beloved Brand
ProjeCt
Pudliszki, a brand with over 100 years of tradition, has long been a leader in the Polish tomato products market. To meet the demands of the modern market, it partnered with Kraft Heinz and One Eleven. The goal of the project was to refresh the brand image and expand into new segments. One Eleven was responsible for the entire process – from concept development, through creating the product line and conducting consumer testing, to selecting the final design and assessing market potential.
Implementation
Diagnosis and Research: Deep Understanding of the Brand and Consumer
The process began with a detailed market and consumer audit. Pudliszki’s position was analyzed across various categories – from ketchups to mayonnaise and ready meals. These analyses were complemented by extensive culinary ethnographic research – conducted directly in Polish homes – which revealed the real habits and needs of consumers. Based on these findings, a segmentation of cooking styles was developed, covering both modern approaches (e.g., quick cooking using semi-prepared ingredients) and more traditional ones (e.g., homemade meat-based dishes). The brand was also examined in terms of perception and key differentiators – both in communication and visual identity.
Strategy: Positioning Based on Real Tensions
The next stage involved strategic workshops with the Kraft Heinz team. During the sessions, the brand’s internal goals were aligned with research findings and consumer insights. A key discovery was the tension between aspiration and reality: Poles want to cook well and eat healthily – as they see on social media and vlogs – but their daily lives are full of compromises, especially when it comes to time. The response to this insight became the brand’s new positioning: REAL FOOD FOR REAL PEOPLE. Pudliszki aims to make cooking easier without compromising on quality – supporting consumers in their real, everyday choices.
Results
Implementation: From Strategy to Action
Once the strategic idea was developed, it was time for implementation – translating it into all brand elements. The One Eleven team, in collaboration with Kraft Heinz, created guidelines for communication, packaging design, and product development directions. As a result, the new positioning became more than just an idea – it turned into a visible change experienced by consumers. One of the most notable outcomes of this transformation was the expansion of the brand’s portfolio to include new ready meals.
