Overview

BRAND

Kaufland Slovakia

AIM

Develop a concept for the 25th anniversary of Kaufland's presence in Slovakia that celebrates its long-term commitment to Slovak communities.

IDEA

To celebrate the 25th anniversary of Kaufland in Slovakia, we are introducing the universal K Box, a multifunctional brand activation - a pop-up - aimed at engaging its community. The effectiveness of the K Box lies in its adaptability to the intended purpose, as well as in the variety of ways it can be used to enhance the visibility of the Kaufland brand.

CHANNELS

Pop-up, Festival Set Design, PR box

INSPIRATION | Decontructed Letter “K”

The K-Box design is derived from the Kaufland brand logo – the letter “K” is deconstructed into cubes and triangles. These elements form an adaptive installation that will appear in various Slovak cities.

Multi-use POP-UP Across 25 Slovak Cities

Use: Stage for Surprise Performances for the opening of new Kaufland stores including branded vending machines, kiosks, and bean bags.

Use: Live Cooking Show with Famous Chefs using Kaufland products or Product Sampling

Use: Support of their ongoing project “K-Park” (functional sports parks for small cities). Fields are shaped in the quintessential square.

Festival Pop-Up

PR Unboxing | From a Small Box to a Big Experience!

To spark curiosity and excitement around the K Box, influencers will receive a special red “gift” PR box – a small cube that teases the spectacular installation in the form of an oversized K-BOX.

This box will include:

Carefully selected Kaufland products – ingredients from private label brands that they will later use to cook in an exclusive K-BOX cooking show.
A personalized invitation – a mysterious hint about an upcoming pop-up event in their city.
A miniature K-BOX model – a foldable object symbolizing the adaptability of the concept.
An interactive QR code – linking to a teasing video or AR effect that reveals more about the upcoming activation.

How can unboxing support teasing and promo?

First touchpoint with the experience – Influencers will film unboxing videos where they present the products and spark curiosity.
Building anticipation – They gradually reveal clues about the K-BOX and how they will use the products.
Cooking together – During the K-BOX cooking show, they will use the products from the PR box, creating a direct link between the teaser and the event.

This teaser connects the unboxing moment, the build-up of anticipation, and the final reveal of the K-BOX as a space full of creativity and surprises!