Founded in 2017, Polcz Food set out to solve a gap in the market: clean-label convenience food, free from gluten, milk, egg and sugar, that does not need refrigeration. The brand now produces over 700,000 portions a year across 15+ flavours, with revenues of 820 million HUF (approximately 2.1 million EUR) in 2024.
Atmedia, the sales house behind 87 Hungarian radio stations, designed the campaign to grow both online and in-store sales. The campaign ran alongside a live digital buy, with real sales data tracked across the brand’s web shop and a major Hungarian retailer throughout.
Growing Sales Online and On Shelf
The objective was to grow online revenue through Polczfood.hu and drive volume in a major Hungarian retailer. The target audience covered 25 to 55-year-olds and 18 to 59-year-old main household shoppers, reached nationally and across Budapest.
The Campaign
The campaign ran from July to August 2025, using 40-second spots across three national stations: Petőfi Rádió, Retro Rádió and Rádió 1. The Budapest Package extended reach further through Rádió 1, Base FM, Rock FM, Best FM, Hír FM, Spirit FM, Manna FM and Atalon, Atmedia’s online podcast platform. Radio spots aired 770 times across the campaign period.
The methodology was designed to isolate radio’s contribution. During the first two weeks, only digital activity ran: PPC, programmatic, banner and video. In weeks three and four, radio joined the mix at the same digital weight, making any uplift directly attributable to broadcast audio.
Online Results: Polczfood.hu
Compared to the digital-only baseline period:
- Website visitors increased by 3.3x
- Page downloads up 2.8x
- New registrations up 1.9x
- Order value grew by 59%
- Number of orders up 33%
- Products sold up 47%
- Average basket value increased by 20%
In-Store Results
Real sales data from the retail chain showed an immediate response:
- Week one of the radio campaign: sales up 40%
- Week two: a further 25% increase
- Total uplift over the two-week radio period: 74%
- In-store sales value grew by 66%
The Bigger Picture
The results make an evidence-based case for what audio can deliver. The controlled methodology, a digital baseline held constant while radio was introduced, removes the ambiguity that often surrounds channel attribution. The results are consistent, fast and measurable across two distinct retail environments.
The data makes a direct argument. Radio moved product, online and on shelf, within days of going on air. For a challenger brand with limited above-the-line history, that kind of commercial response is difficult to ignore and harder still to replicate with digital alone.