Košík.cz

You don’t have to live in the past anymore.

What would Czech history look like if heroes could simply order their groceries on their phone? Košík was facing a classic — and all the more painful — category problem: sales weren’t growing at the pace the brand wanted, and its communication was starting to disappear in the flood of competitors. The online grocery category is packed with the same old messages — perfect homes, neatly arranged vegetables, family smiles straight out of stock photos. Košík wanted to be more visible, more memorable, and unmistakably different, without losing sight of what matters most: simplicity, value, and the convenience of the service. That’s why we went in the opposite direction. We created a new communication concept powered by humor and confident exaggeration, asking: What would Czech history look like if its heroes could solve their shopping with a single tap on their phone? Praotec Čech, Bivoj, executioner Mydlář, and Jan Žižka become the faces of a brand that brings groceries straight to people’s doors. Simply. At great value. We show that a huge selection, great prices, and delivery right to your door are no longer a revolution — they’re the standard we can take for granted today.

We brought the current service into iconic historical situations. In TV spots, we watch moments when legends realize there’s no need to hunt, fight, or grind — all it takes is a few taps to order on a phone, and it shows up by itself. The spots were created at Barrandov Studios under the direction of the directing duo Mugshots (Tomáš Brožek & Jindra Malík) and combine cinematic execution with bold, easy-to-remember lines.

We put a strong emphasis on strong, naturally integrated branding. The viewer is entertained by the story and the humor, but at the same time it’s always clear who is bringing the shopping and what category we’re in. We consistently extended the visual style and tone of communication across all key channels — from TV through digital and social media to outdoor — all unified under a clear brand claim: Simply. Great value.

The campaign quickly won strong visibility and very positive reactions. The central historical characters and their lines became an instantly recognizable part of the brand’s everyday communication and confirmed that humor and playful exaggeration are the route customers appreciate.

That was also confirmed by the results of testing on the Behavio platform. The campaign delivered above-average results and ranked among the top ads tested on Behavio. Among category buyers — the people responsible for family shopping — it beat 93% of all ads tested so far.
All three key metrics Branding, Need, and Emotion reached the 90+ percentile with this target group. People like the campaign, see it as original and funny, and at the same time clearly recognize both the brand and the category.

We paid exceptional attention to weaving brand symbols into the story and building emotional peaks — and we’re glad that this effort clearly showed up in the results.

So don’t forget: none of us has to live in the past anymore.