Learn more about some of the campaigns held by the Group Companies and the Private Brand products launched.
“The Strong Gang” campaign
At the end of August, during the back-to-school period, Biedronka launched a new loyalty campaign called “Gang Mocniaków” [The Strong Gang], focused on healthy eating habits. The campaign, which includes a collection of 11 soft toys representing food, an activity book, educational games in Biedronka’s app, and a website, began on 28 August and will run until 2 December, with advertising on TV, radio, outdoor, digital and in-store channels.
Back to school
In August and September, when the time came to prepare for the return to school, Biedronka launched several campaigns and initiatives for students, parents and teachers.
In store, Biedronka offered an assortment of over 1,000 school supplies, such as notebooks, pens and backpacks, from the most popular brands and also Biedronka’s Private Brand KAYET. On Biedronka Home, an online store dedicated to non-food products, the offer also included computer equipment, for instance, and offered 50% off on some products during August and September.
Also on Biedronka Home, the “Student Apartment” campaign was launched at the end of September, aimed at students renting rooms or flats, offering 80 products such as microwaves, electric kettles and toasters, televisions and computer equipment at discount prices.
At the end of September, the Strong Gang campaign also addressed the school community, with a website providing students and teachers with information on healthy eating. Teachers and educators now have teaching materials at their disposal, including short stories to read to youngsters. This is the fifth time that Biedronka has held an initiative for the school community. In the four previous editions, the Company donated more than 60,000 teaching kits to schools and kindergartens.
Lower prices on 60 products
In July, to make a strong statement of Biedronka’s price leadership in Poland, the Company launched a campaign to reduce the price of 60 products. The campaign was advertised on TV, radio, outdoor, digital channels and in-store.
20 products cheaper than the competition
In August, Biedronka launched a campaign with a basket of 20 products guaranteed to be priced lower than those of its main competitors.
Private Brand launches
Biedronka launched 182 Private Brand products in its permanent assortment; 418 when also including in&out products (which are not part of the Company’s permanent assortment).
World Youth Day 2023
With the motto ‘Pingo Doce feeds World Youth Day’, a billboard campaign was launched in Lisbon enabling pilgrims to visit the Pingo Doce website, by scanning a QR Code, and access information in Portuguese and English about the Pilgrim Menus, store opening hours and where they could fill their ECO bottles for free. A series of videos were posted on Instagram about the entire Pingo Doce operation at what was the biggest event of the year in Portugal.
“Patricia’s Recipes” campaign
A series of 10 episodes available on Instagram and YouTube with balanced meals prepared by Pingo Doce ambassador Patrícia Mamona. The recipes were created by the athlete, and are part of her daily diet and made with fresh ingredients that are easy to prepare at home. These videos have had over 400,000 views on YouTube.
“Pingo Doce novelties” campaign
A campaign aimed at advertising Pingo Doce’s innovations in two areas – Private Brand and new stores – continued in Q3. The campaign was advertised on TV, leaflets, digital channels and social media, the corporate website, app, newsletters, in-store and with branded content on CMTV. In this quarter alone, 26 Private Brand novelties were advertised on YouTube, with over 7 million views.
Private Brand launches
Pingo Doce maintained its commitment to differentiation and innovation in its assortment in the first nine months of the year and launched 128 private brand products, including its certified organic wines: Beira Interior Red, 2021 vintage, and Beira Interior White, 2022 vintage; Blue Ice Cream, which gets its colour from the naturally blue spirulina; and the Pingo Doce Cuida Bebé Cologne.
First retailer in Portugal to eliminate flavour enhancers and artificial colouring in all Private Brand products
During this period, Pingo Doce achieved an important milestone by completing the process of eliminating flavour enhancers and artificial colouring from all of its Private Brand food products, becoming the first and only retailer in the country to offer an assortment free of these additives, while preserving taste and the selling price of the products. Pingo Doce now has more than 1,350 food products without flavour enhancers or artificial colouring.
“Partner of the women’s football national teams” campaign
In Q3, to highlight the start of its partnership with all the categories of the Colombian women’s football national teams and to support the team’s participation in the Women’s World Cup, Ara launched a campaign on television, social media and in-store with the motto #Creemos (we believe).
Private Brand launches
Ara launched 64 products and relaunched 61.
“Litres & Litres” campaign
A hallmark Recheio campaign, it promotes the Drinks and Wine Cellar category and offered customers weekly savings opportunities in July and August.
“Ready-made Catering Solutions Pre-Sale” Campaign
Campaign launched in September to inform the hotel and restaurant sector of the Christmas menus and events assortment and how to place orders.
Christmas basket catalogue
This year Recheio got ahead of the competition and launched the 2023 Christmas Basket Catalogue on 14 September. These pre-made baskets are available from €9.95 and can be personalised to suit customers’ needs. Digital catalogue with in-store communication and also promoted in a digital campaign.
Private Brand launches
Recheio launched 50 products under its Amanhecer (37) and Masterchef (13) brands.
The Amanhecer brand was promoted through various campaigns and initiatives, such as the participation in CMTV’s Manhã CM programme with recipe segments that were also broadcast on CMTV’s digital channels, and participation in the August festivals and pilgrimages in 10 cities across the country, with more than 15,000 products offered.
Focus on the natural and dermo-cosmetic categories
In Q3, Hebe’s marketing activities, both in Poland and on international markets, focused on the natural and dermo-cosmetics categories, including advertising on television in Czechia and Slovakia.
Hebe Quiz
In September, Hebe organised the second edition of the Hebe Quiz. The campaign was held throughout the month, with over 130,000 prizes for those who shopped using the My Hebe loyalty card and answered three questions correctly and quickly. More than 217,000 customers took part and over 72,000 won prizes.
Private Brand launches
In the first nine months of the year Hebe launched 40 Private Brand products, three of which in Q3 under the Hebe Professional range.
