“POLISH LEGENDS” BY ALLEGRO AS AN EXAMPLE OF USING STORYTELLING REFERRING TO FAIRY TALES, MYTHS AND SLAVIC LEGENDS IN THE ADVERTISINGOF A CEE E-COMMERCE LEADER

VOL. 63, BOOK 1, PART C, 2025, pp. 119 – 138 Full text (En)

Author: Patryk Ciechanowski

Affiliation: State University of Applied Sciences in Wloclawek (Poland)

Abstract

The article examines Polish Legends by Allegro as an example of storytelling based on fairy tales, myths, and Slavic legends used in the advertising of a CEE e-commerce industry leader. The campaign shows how culturally embedded narratives can be adapted to contemporary digital formats to build brand meaning and emotional engagement. The analysis refers to storytelling theory, including the Significant Objects experiment, and to the author’s own research on storytelling and brand attractiveness. The article suggests that the campaign’s success may be linked to the activation of a Polish cultural code centred on courage and resilience and raises questions about the cross-cultural effectiveness of such narratives.

Key words: storytelling, e-commerce marketing, cultural branding, narrative persuasion