Biedronka is a Polish retail brand promoting its Gang Zaradniaków campaign, a family-focused loyalty initiative built around collectible characters, books and animated episodes. The campaign features playful personalities inspired by everyday objects, food and accessories, including Suszarka Sonia, Toster Teodor and Kaktus Kazik. Customers can collect character plush toys and key rings, and explore stories about the gang through books that also include a board game. The website provides campaign rules, frequently asked questions, character profiles, videos and details of participating special-offer products.

During the campaign, customers earn stickers on qualifying purchases made with a registered Moja Biedronka card or the Biedronka app. Additional stickers are available for buying fruit and vegetables, purchasing selected promotional products, and completing a quiz in the app. Collected stickers can be exchanged for rewards, including plush toys, key rings and books, either free or at reduced prices depending on the number collected. The campaign also supports digital sticker collection through the app, giving shoppers an alternative to physical stickers.