Burke’s Traditional Polish Cuisine
If you are in a supermarket looking for Polish food without having to cook it from scratch, you will likely find nothing more than frozen pierogies unless you visit a specialty shop. What if you are in search of some rosol soup, croissant cookies, or kielbasa? Burke’s has your back. Burke’s Traditional Polish Creations is a pre-packaged meal brand that focuses on the heritage and personality of Polish families and their signature dishes and brings it to the dinner table of families around the world.
Contributions:
Naming, Logo Design, Brand Identity, Package Design, Digital & Print Advertising, Copywriting
A Name You Can Trust
Burke’s strives to make you feel like a member of the family when you bring their meals to your table, and to trust the name on the packaging. “Burke’s” is a nickname for the famous Borkowski family, a name known for it’s Polish heritage and boisterous personality. The Burke’s brandmark samples colors from the Polish flag along with an abstraction of the iconic white eagle.
A glimpse into the Burke’s kitchen as they make their famous Angel Wing cookies.
Meet the Family
In addition to the fresh-baked Angel Wing Chrusciki cookies seen above, the Burke’s catalogue of products features traditional Rosół soup, Sos Czosnkowy Polish garlic sauce, and of course - their signature pierogies. All packages share a deep red color scheme with gold trim to show elegant decadence, as well as flower pattern adornments seen in classic Polish design.
Spreading the Word
The goal of Burke’s advertising campaign was to simulate that you are a part of the family when you choose their foods. Through the use of clever photography and unusual ad placements, consumers can get a feel of what it’s like to be a member of the Burke’s family.
This train window and tabletop ad creates the illusion through forced perspective photography that you are dining with family, even on the go.
Burke’s social media advertising gives a glimpse into their bustling kitchen, and how no one is safe from getting clobbered in this boisterous family.
Stop Us If You’ve Heard This One
Most people have heard that one overused “Polish lightbulb” joke, and Burke’s embraces the humor and turns it on it’s head with this full-page ad for Bon Appétit Magazine.
Using a plastic rolling pin cart handle attachment with a drop down panel, this guerilla-style grocery store ad lets the customer take dinner into their own hands. (Figuratively, of course).
