Learn more about some of the campaigns held by the Group Companies and the Private Brand products launched between January and March 2025.
Strong promotional dynamics
Biedronka kicked off 2025 with a strong dynamic, reinforcing its commitment to offering the lowest prices on the market:
“Biedronka Low Prices”
Launch of new promotional campaign (Biedronki Niskie Ceny) to reinforce price positioning of Biedronka. The campaign was advertised on TV, radio, digital, social media, owned media and in store.
“Weekend Platform”
A multi-campaign strategy with promotional opportunities and plenty of reasons to visit Biedronka at the weekend. The campaign has four dynamics:
Campaigns advertised on TV, radio, digital (Meta), leaflet, owned media and in store.
“30th Anniversary”
As part of its 30th anniversary celebrations, Biedronka has developed a series of campaigns:
Private Brand launches
Biedronka launched 59 Private Brand products in its permanent assortment; 154 when also including in & out products (which are not part of the Company’s permanent assortment).
“promOOOOTION!”
Pingo Doce kicked off the year with a strong communication concept, which will be the umbrella-concept for all promotional actions: “At Pingo Doce, promotion means promOOOOTION” (a huge promotion). This concept was adapted to various promotional dynamics throughout the quarter. Campaign advertised on TV, radio, app, digital, leaflets and in-store.
“Traditional Portuguese Sponge Cake by Pingo Doce” – The special and exclusive edition of the Traditional Portuguese Sponge Cake (Pão de Ló de Margaride), made in partnership with the centuries-old Casa Leonor Rosa da Silva, was the main protagonist of the Easter campaign. With the motto “And the Margaride Sponge Cake, who brought it?”, the campaign ran on TV, digital and leaflets.
“Private Brand” – In March, Pingo Doce launched the campaign: Pingo Doce Private Brand food products have no artificial colours or flavour enhancers. The campaign was advertised on TV, movie theatres and digital.
“Easter Orders” – Once again Pingo Doce offered a special Easter menu via the Comida Fresca ordering service, that included soups, starters, traditional dishes, side dishes and typical desserts. The campaign ran from 18th March to 13th April and was advertised in digital, leaflets, Pingo Doce own magazine, in store and mupies.
“Dish of the Day” – Starring Dolores Aveiro, Cristiano Ronaldo’s mum, this campaign communicates Pingo Doce’s Comida Fresca menu options available during the week, giving to the customers the chance to plan their meals. It was advertised on TV, digital, leaflets, in-store and Pingo Doce own magazine.
Private Brand launches
Pingo Doce maintained its commitment to differentiation and innovation in its assortment, launching 52 Private Brand products.
Reinforcement of the beauty segment assortment
Launch of the capillary line of Be Beauty Private Brand (Jerónimo Martins global brand).
“Raspa y Renueva tu cocina” (Scrape and renovate your kitchen)
Promotional dynamic that entitled customers, for every purchase worth 40,000 Colombian pesos at participating brands, to receive a scratch card and win small kitchen appliances, totalling 500,000 prizes nationwide.
Barranquilla Carnival 2025
Ara was present at the Barranquilla Carnival, one of the most important celebration in Colombia and one of the biggest carnivals in the world.
Private Brand launches
Ara launched 55 new products.
“There is a Recheio store for your business”
Institutional campaign that continues “Bem Nosso, Bem Próximo” concept, which began in 2023, and emphasises Recheio’s proximity to its customers. Advertised in store, website, newsletters, leaflets and own channels.
“Win up to €600 in vouchers”
By making purchases during the first quarter, customers who met the criteria were eligible to win 1,500 vouchers worth up to €600 over the total period of the campaign. Advertised in store, website, newsletter, leaflets and social media.
Reopening of the Évora store
As part of the reopening of the Évora store (renovation and expansion) at the end of March, a promotional campaign was implemented which included actions in restaurants with store staff and hostesses, communication in the city of Évora, SMS, newsletter, leaflets, in-store activations, meeting with journalists and social media.
Sponsorship of the “Portugal Autêntico” book collection
Amanhecer is sponsoring the book collection “Portugal Autêntico” (Authentic Portugal), an initiative, as part of Recheio’s partnership with Boa Cama, Boa Mesa guide, which aims to rediscover places and traditions in the North, Centre, South and Islands of Portugal. In each region, an Amanhecer partner is recognised.
Private Brand launches
Recheio launched 14 products under its Amanhecer (10), MasterChef (3) and Gourmês (1) brands.
Launch of new accessories for hair, makeup and oral care
During the first quarter were launched Hebe Professional hair and makeup accessories, Hebe Kids hair care and oral care accessories and Hebe Basics hygiene accessories.
Private Brand launches
Hebe launched 21 Private Brand products.
