Aquanet’s new campaign, Kranówka Poznańska (Poznań Tap Water), aims to promote drinking Poznań’s tap water and have it made available for free at Poznań’s restaurants, bars and cafes.
For food and service industry representatives, every detail of the guests’ experience is important and carefully curated. The products, their origin, as well as the atmosphere the place offers are each a significant point. The new campaign is an extension of Aquanet’s long-term mission to promote drinking tap water and educate the public about its health, economic, and ecological benefits.
We wanted to create a brand which residents would be able to identify with. A modern, urban and authentic brand. That is how the idea for Kranówka Poznańska came about.
Says Katarzyna Bogucka, Aquanet’s Communications Department Director.
She adds:
This message does not promote a product made up for the purposes of the campaign. It promotes something which for years has been Aquanet’s and Poznań’s reason for pride: the wonderful water that flows through the tap.
To emphasise that tap water can become a local brand, as part of the campaign, local restaurants that take part in it will receive promotional sets that will include elements such as napkins or water carafes with the campaign logo. Places serving free tap water to their guests will also be marked on a map available at the campaign website kranowkapoznanska.pl.
I did not doubt that it would be worth taking part in the campaign. This way we can contribute to spreading the good practices in the industry and changing the local community’s everyday habits. For years, we have served tap water at our venues. It’s a healthy and ecological choice.
Says Rafael Anatol, the owner of Twoja Wina and Ludowa i Romans, one of the first participants of the campaign.
According to Aquanet, the quality of Poznań’s tap water is thanks to multi-million investments which allow for the constant modernisation of the infrastructure and research facilities. The company reports that just last year, over 5000 samples have been tested and undergone 83000 analyses. The tests cover the whole journey of the water from the intake to the tap. They are also executed with increasing frequency and encompass many more parameters than are officially required by regulations.
