How Adlook and Jeżyki Cut Through the Clutter with Attention

Colian is one of Poland’s largest FMCG producers, with a portfolio spanning chocolate, confectionery and desserts. Among its best-known brands is Jeżyki – a heritage cookie brand and one of Poland’s top three biscuit brands, defined by its multisensory eating experience: a chocolate-coated cookie packed with nuts and dried fruit, layering crunch, caramel and chocolate into a taste so distinctive that consumers say they would recognise it even without the packaging. In a category Poles love but where standing out is hard, Jeżyki continues to invest in visibility and emotional connection with its audiences.

In Poland’s cookie aisle, attention is the currency that turns familiarity into choice. Jeżyki already enjoys high brand awareness, but biscuits are a crowded, cluttered category where strong recognition does not automatically translate into standout or repeat consideration. Colian turned to Adlook with a clear ambition: cut through the advertising clutter by earning genuine, high-quality exposure for the Jeżyki brand – and prove that this attention is translated into a measurable shift in brand perception.

Together with Colian, Adlook built a two-flight, Test & Learn strategy in the Open Web, pairing Display and Video with guaranteed attention and independent measurement at every step. But buying attention alone was never going to be enough. The brief called for the right technology and targeting to place the brand in front of the right people, sharpen the creative to hold focus, and independently measure whether that attention moved the metrics that matter.

1. Smart Audiences – our AI-powered audience tech that uses human-like content understanding to capture user interests and intents exactly when they happen, reaching category intenders with high consideration potential – formed the core of the targeting approach.
2. Creative Lab and a Test & Learn approach: the first flight focused on reach, viewability and attention, with deep analysis of the creative heat-maps. Those learnings fed concrete creative upgrades for the second flight – stronger product exposure, clearer benefit claims, more prominent CTAs and improved video legibility – to sharpen impact.
3. Attention optimization: the Adlook x Adelaide native integration steered real-time bidding toward high-attention placements without waste, guaranteeing attention across Display and Video formats – delivering impressions that are not only visible but capture true user attention, the ultimate metric brands compete for in the digital space nowadays.
4. Brand Lift Study: an independent Brand Lift Study in the second flight measured the campaign’s real impact on ad recall, confirming that the attention earned translated into a measurable shift in brand perception.

The campaign overdelivered on every front, beating market benchmarks across viewability, attention and video completion – and proving the link between attention and real brand impact.

Viewability was a standout. Video viewability reached 88.5% (vs. an 82% benchmark) and display viewability 82.1% (vs. a 67% benchmark), a clear signal of the media environment the brand’s message landed in.

Attention performance compounded those gains. Video attention reached 34 AU and display attention 30 AU, both above their respective Adelaide benchmarks (33 AU and 26 AU) – confirming the campaign did not just deliver impressions, but engaged moments of brand exposure.

Video completion held strong, with a VCR of 80.5% against a 70.5% benchmark, delivering full brand stories rather than fleeting exposure.

Most importantly, the Brand Lift Study confirmed the payoff: a 24.4% relative lift in ad recall among the exposed group versus control (N=3372, March 2026). The study also validated two principles that shaped the strategy: the right content amplifies attention – placements combining attention with the right content drove a +7.9% lift in aided ad awareness versus +3.4% without – and frequency compounds impact, with relative lift rising from 23.0% at 1–2 exposures to 26.8% at 3+.

Together, the results confirm a simple principle: when audience precision, strong creative and attention-quality media are prioritised, attention turns into genuine brand impact – even in one of the most cluttered FMCG categories.

Brand strength in Polish confectionery is not won in a single flight – it is built through consistent, high-quality presence in the moments audiences decide what to reach for. The two-flight Test & Learn approach with Jeżyki showed exactly how attention, sharpened creative and independent measurement reinforce each other from one flight to the next. The natural next chapter for Jeżyki and Adlook is to turn these learnings into a repeatable growth playbook – refining audience models and creatives with each flight, building on the attention-and-content insight, and extending the same approach across Colian’s wider portfolio.