MAMYITO.PL

Mamyito.pl is a Warsaw-based online grocery supermarket operating in a market dominated by strong, well-established players such as Frisco and Barbora. Although the brand had been present on the market for several years, its awareness remained relatively low compared to competitors. In 2024, Mamyito.pl decided it was time for a bold strategic shift – one that would allow the brand to stand out, build emotional connection, and scale its e-commerce performance.

CHALLENGE

The main challenge was to significantly increase brand awareness in a crowded and highly competitive category while simultaneously improving key e-commerce performance indicators, including: traffic growth, conversion increase, CPA reduction, ROAS improvement

To achieve this, Mamyito.pl redefined its brand positioning. The familiar EVERYMAN archetype was enriched with the MAGICIAN, allowing the brand to communicate with humor, distance, and a touch of absurdity – something largely absent from the online grocery category.

What the brand needed was not just another campaign, but a new communication platform capable of building fame and driving measurable business results.

THE HERO

This is how MAMITA was born. Mamita – the sweetest shopping bag of all time – became the new brand hero of Mamyito.pl.

A simple, everyday object was transformed into a charismatic character, embodying the brand’s challenger spirit, warmth, and magical ability to make everyday shopping easier and more enjoyable.

But Mamita didn’t just appear – she got a voice.

WHAT MADOGZ DID

Our solution was built on three core principles:

challenger strategy

emotional communication

creating FAME, not just reach!

Mamita was given a distinctive voice by Polish singer Werosława, and her debut was powered by a cultural remix of the viral internet hit “Levan Polkka” – with completely new, custom-written lyrics tailored to the brand.

The singing Mamita became the centerpiece of a fully integrated campaign: video spots on YouTube and social media, audio versions broadcast on local radio stations in Warsaw and surrounding areas, strong performance-driven messaging with clear CTA and user benefits displayed on: backbuses, large-format mesh banners, billboards, Mamyito.pl delivery vans, and dedicated social media content featuring Mamita as the main character.

By combining entertainment, humor, music, and omnichannel presence, Mamita quickly moved beyond advertising and into recognizable brand territory.