Poland is the biggest producer of apples in Europe. The Poles do love apples – we eat them every day, and Polish apple pie is one of the best in the world.
The campaign is run by The State of Poland Foundation, which aims to promote the most outstanding achievements of the Polish nation.
“Jabłonki” means literally “young apple trees” however, the creators of the campaign made up a story about Jabłonki, The Three Apple Sisters – beautiful and mysterious girls – who lived in Polish orchards for centuries. They are the guardians of the apple trees, but they also lure young men and steal their kisses.
The main goal of the campaign is to raise awareness of Polish apples. The creators want Polish apples to be something like Beaujolais Nouveau is for France. They want Poland to be thought of as the country of blooming apple trees, similarly to how Japan is the country of cherry blossoms.
On the 4th of September 2020, the campaign started with the motto:
Have fun, frolic, taste, and be happy. Celebrate with us the time of #Jabłonki!
In the streets of Polish cities, branded food trucks were selling food consisting of apple dishes. There were also concerts, exhibitions and activities on social media.