Learn more about some of the campaigns held by the Group Companies and the Private Brand products launched between January and March 2024.
Heavy investment in price
Biedronka entered 2024 with a strong focus on promotions to reinforce its price leadership:
“Biedronka Savings” relaunch
Price reduction campaign: discounts on 168 products or product categories in January alone. The campaign was advertised on TV, radio, outdoor, digital channels and in stores.
“Biedronka Savings Basket”
Launched in January, this campaign involving price comparison against Lidl ran throughout the first quarter and is still ongoing.
“Biedronka Directors”
A price positioning campaign on three fronts:
The campaign starring Biedronka’s directors from the commercial department was advertised on TV and digital channels.
As part of this campaign, focused on promoting low prices every day, in January Biedronka lowered the price of 60 products, adding an additional 300 reduced-price products (360 in total) in February.
Continued low prices on more than 4,000 products
Launch of a campaign announcing that, in April, the price of more than 4,000 products would not increase, even though they would no longer be VAT exempt.
Private Brand launches
Biedronka launched 51 Private Brand products in its permanent assortment; 121 when also including in & out products (which are not part of the Company’s permanent assortment).
“Life Changing” (“Vida Feita”)
Exclusive contest for customers registered on the My Pingo Doce app, which raffled €100,000 every week for four weeks. Advertised on TV, radio, app, digital channels, billboards, promotional leaflets, and in stores.
Comida Fresca Easter order campaign
From 5 to 24 March, to promote the Comida Fresca Easter order service menu. Advertised in stores and on digital channels.
“There are chemicals that no one likes” campaign
Launched to announce that Pingo Doce was the first and only retailer in Portugal to eliminate flavour enhancers and artificial colours from Private Brand food products. Advertised on TV, radio, app, digital channels, promotional leaflets, and in stores.
“Ooh… look!” (“Óóólha”)
Campaign to present new Private Brand products, advertised on TV, leaflets, digital channels, social media, website, app, newsletter, billboards, in stores, and through influencers. Twenty-three product launches were announced in this campaign.
Private Brand launches
Pingo Doce maintained its commitment to differentiation and innovation in its assortment, launching 56 Private Brand products.
“En ara si te alcanza para todo” campaign
National price positioning campaign advertised on TV, radio, digital channels, leaflets, and in stores.
Private Brand launches
Ara launched 16 products and relaunched 25.
“Proudly Portuguese” institutional campaign
Launch of a line of communication to reinforce Recheio’s ‘Portugality’. Campaign advertised online and in leaflets and stores.
“Come and save”
During the month of January, the campaign offered customers the chance to win 500 shopping vouchers valued at €300. Campaign advertised online and in leaflets and stores.
“Even lower prices”
In January, Recheio boosted its competitiveness in the Personal Hygiene, Cleaning and Detergents categories, lowering more than 400 prices. Campaign advertised online and in leaflets and stores.
“Recheio Trip – Euro 2024”
Until 31 May, customers can collect points when purchasing particular products and qualify for one of the 150 three days individual trips to watch the first game of the group stage, in Leipzig. Campaign advertised online and in leaflets and stores.
“By far the closest”
Launched by the Amanhecer chain of neighbourhood stores, this campaign reinforces the geographical proximity of stores and its customer relations and service. Campaign advertised on digital channels, radio and in stores.
Private Brand launches
Recheio launched 19 products under its Amanhecer (17) and Masterchef (2) brands.
Strengthening communication in Czechia and Slovakia
Hebe now has a regular TV presence in Czechia and Slovakia and has strengthened its digital positioning with different profiles in each of these countries: Hebe.Slovensko and Hebe.Cesko, for more personalised market communication.
Private Brand launches
Hebe launched 16 Private Brand products.
