mBank launches major retail media campaign in Biedronka stores

mBank has launched one of the largest retail media projects in the Polish market through a partnership with the Biedronka supermarket chain. The campaign aims to reach over 6 million daily customers across more than 3,800 Biedronka locations nationwide.

Advertising messages will be displayed on various in-store media, including screens at traditional and self-service checkouts, meat counters, billboards, and entrance doors. The campaign also extends to digital channels, including Biedronka’s website and the ‘Moja Biedronka’ mobile application.

Beyond traditional advertising, the partnership includes a 360-degree customer incentive program. New and existing mBank customers who open an account and meet specific conditions can receive Biedronka shopping vouchers worth up to 300 PLN. The project also involves Mastercard and highlights the growing trend of retail media being utilized by sectors outside of fast-moving consumer goods (FMCG), such as financial services.