Biedronka Promotes Products With AI-Generated Cat Mini-Series

Instead of a classic ad spot, Biedronka has opted for a mini-series generated entirely by artificial intelligence. Since mid-August 2026, new episodes of a production titled Kocia drama (Cat Drama) have been appearing on the retail chain's Facebook profile. The main character is a cat named Sebastian, and products from the discount chain's shelves are woven into the plot instead of appearing as traditional advertising.

Sebastian the Cat Takes the Lead

The plot of Kocia drama centers on Sebastian's everyday adventures, with Biedronka's products appearing in the background as a natural part of the scenery rather than as prominently featured ad placements. The first episode features pretzels in glaze, while the second, titled Kotastrofa: Czysty instynkt, centers on the store-brand Ultra laundry gel. Earlier reporting on the series also mentioned Marletto-brand ice cream as one of the promoted products.

The production is handled by a Portuguese animation studio, with the whole project coordinated by the Duda agency. The format is not a Polish idea from scratch: the concept originated from a campaign developed by Portugal's Pingo Doce chain and was adapted for Polish audiences. Biedronka distributes the episodes exclusively through its social and digital channels, with no television broadcast.

In a light and humorous form, we follow Sebastian's everyday adventures and situations that many viewers can relate to. For now, Sebastian remains the main character, though as the story develops, new characters may also appear - Julia Dmytryshyna, marketing manager at Biedronka

The chain has not disclosed the production budget or hard data on reach or the number of comments under individual episodes. It is known, however, that the decision to continue developing the series will depend on viewer interest rather than a predetermined release schedule.

Mixed Reactions Online

Reception of Kocia drama in the comments under the material is divided. Some internet users criticize the very idea of replacing traditional ad production with generative artificial intelligence, dismissively calling the material AI slop and fondly recalling television spots from two decades ago. Others praise the quality of the script and the humor, noting that Biedronka isn't hiding its use of AI but openly acknowledging it.

According to Donald.pl, which covered the story on September 2, the episodes released so far are being watched with interest, and comments skew positive despite isolated critical voices. Sample opinions from internet users included phrases such as one of the better ads on the market, along with declarations of wanting to watch future episodes.

Mini-Series as an Ad Format

Biedronka's decision fits into the growing popularity of short, series-style video as a marketing tool. WPP Media data cited around the launch shows that in Poland, around 3.5 million people already use dedicated apps for watching mini-series, with the format's total reach on social media approaching nearly 10 million viewers. This shows that the short-episode format has a real audience in Poland that brands want to capture before competitors do.

For large retail chains, this format is a cheaper and faster alternative to classic television ad production, especially since generative AI allows new episodes to be generated without repeating costly shoots or hiring actors. The risk, however, remains the reaction of some viewers, for whom visible traces of generative animation are still associated with low quality.

What's Next for the Series

Biedronka says future episodes will be published according to the chain's production and communication plan rather than a fixed release schedule. The brand also notes that as the plot develops, new characters may appear alongside Sebastian, suggesting the project is meant to continue well beyond the two episodes released so far.

Above all, we want to observe viewer interest and their reactions, which will influence the further development of the project. We also don't plan a fixed release schedule, so new episodes will be published according to our production and communication plan - Julia Dmytryshyna, marketing manager at Biedronka

For the Polish advertising market, Biedronka's example signals that large retail chains no longer treat generative AI as an innovation-department experiment but as a permanent part of their private-label communication strategy. If the format catches on, other players in the retail sector are likely to follow a similar path, trying to combine cheap production with a format that genuinely captures attention on social media.