Żubr supports endangered species, making their faces light up – one million zloty from the Żubr Fund for nature conservation

For the seventh consecutive year, the Żubr brand is running its campaign to support endangered species, donating one million zloty to their protection. This year’s slogan reads: “Żubr Supports Endangered Species, Making Their Faces Light Up,” with the beaver taking centre stage - a largely underrated engineer of the natural world. 

As in previous editions, Żubr steps aside on cans and bottles, giving space to those who truly need it: the endangered species themselves. This year, the beaver joins the spotlight. Thanks to its habitat-building activities, it is considered a keystone species - an animal whose presence is crucial for other species and for maintaining the balance of the entire ecosystem. 

– „For years, the Żubr brand has been supporting initiatives that make a real impact on the protection of endangered species and Poland’s most ecologically valuable areas. The beaver, often misunderstood as a pest, is actually a vital part of our environment. This year’s campaign serves as a reminder that helping endangered animals can bring a smile – and not just to the beaver’s face” – says Jacek Grabarczyk, Żubr Brand Director. 

One of the campaign’s main objectives is to present the beaver as a key ally of nature. Beavers positively impact water retention, create habitats for numerous species, and enhance ecosystems’ resilience to climate change. The campaign highlights these aspects as well, educating and engaging audiences through the light-hearted humour that is characteristic of the Żubr brand.

This year, the campaign added an extra dose of fun through a collaboration with Piotr Szumowski and Stand-up Polska, featuring special content inspired by the forest and the world of beavers. 

The campaign includes four TV spots, as well as dedicated digital and BTL content, with endangered species taking the spotlight – beaver, lynx, wolf and bear. The centrepiece remains the beaver spot, delightfully responding to the arrival of Żubr, the guardian of the forest and ally of wildlife.

This year’s campaign, “Żubr Supports Endangered Species, Making Their Faces Light Up,” will be featured on television and social media. PR and digital activities are handled by Agencja Huta 19 im. Joachima Fersengelda, media planning and buying by Zenith Media Agency, while the campaign concept, strategy, and spot creation were developed by PZL. The TV spots were produced by Papaya Films, Moon Films, and OTO Film, with post-production by Platige Image and sound design by Juice. 

Since 2024, the Żubr Fund has been running a grant program for institutions and organizations, aimed at financing projects that protect endangered animal species in Poland. This grant program is part of the Fund’s broader efforts to preserve the country’s biodiversity. The Fund’s core mission remains the protection of Poland’s most valuable natural areas.   

The Żubr brand works closely with the Dziedzictwo Przyrodnicze Foundation, acquiring lands that serve as natural habitats for endangered species. Thanks to these efforts, 50 micro-reserves have been created, and over 48 hectares of primeval forests in eastern Poland have been secured. By the end of 2025, with the support of the Żubr Fund, the total area of all purchased lands is expected to reach 62.49 hectares.

Since 2019, Żubr has supported ecological organizations, government agencies, and scientific institutions. Together with IBS PAN, the brand has carried out initiatives such as providing specialized equipment for Białowieża National Park, acquiring a supercomputer that uses artificial intelligence to process data from detectors in the forest, and running a campaign to improve public awareness of bats, which included building special bat towers.