Too Good To Go, the app fighting food waste, wanted to highlight its new "surprise package" feature on the Polish market.
The challenge was to introduce a new offering to local audiences in a way that feels authentic, engaging, and shareable - turning awareness into excitement.
UGC-first creative strategy: we cast Polish creators who genuinely used the app and told their own stories around the new feature.
Content was produced for both organic distribution and paid amplification on Meta - the same authentic material served both channels seamlessly.
The campaign generated over 9 million views across Meta platforms - far exceeding benchmarks for a local product launch.
Strong organic interactions and shares amplified reach well beyond paid distribution, reducing overall CPM.
The new "surprise package" feature became widely recognised within the Polish target market in a matter of weeks.