Learn more about some of the campaigns held by the Group Companies and the Private Brand products launched.
Strong investment in price
Strong focus on promotions to reinforce price leadership, which it maintained in the first nine months of the year.
“Biedronka savings”
The Company continued its savings campaign, which includes offers and promotions in all categories and is advertised on television, the radio, digital channels and in stores. Prices are reduced on around 100 products or product categories each month. The campaign also offers special promotions on holidays.
“Biedronka Directors”
Three-pronged pricing campaign:
Biedronkowe Oszczędności (savings) – the best deals every week;
Biedronkowe Cięcie Cen (price reduction) – focus on regular price reductions;
Biedronkowe Niskie Ceny Każdego Dnia (everyday low prices) – guaranteed low prices every day;
The campaign starred Biedronka’s sales managers and was advertised on TV and digital channels.
Back-to-school
Biedronka offered a comprehensive assortment of over 1,000 school supplies, such as notebooks, pens and backpacks, from the most popular brands and its own KAYET Private Brand. In July and August, when the time came to prepare for the return to school, Biedronka launched several savings campaigns and initiatives for customers, including the promotion of a group of 15 school-related products at the lowest price on the market, recognised by third parties.
The campaign was advertised on TV, the radio and digital channels, and also on Biedronka’s channels: stores, website and dedicated leaflet.
“Product gang (Produkciaków)”
At the end of August, during the back-to-school period, Biedronka launched its 9th loyalty campaign – the “Product Gang” – which includes a collection of 17 soft toys representing the main categories sold in stores and the Company’s app, the latter represented by a smartphone, an important element in the customer shopping experience. Besides the soft toys, three textbooks and a website, the collection included a gamification component via the app.
The campaign began on 26 August and will run until 18 December, with advertising on TV, the radio, outdoors, digital channels and in stores.
Private Brand launches
Biedronka launched 183 Private Brand products in its permanent assortment (409 when also including products that are not part of the permanent assortment).
Pingo Doce continued to invest heavily in savings campaigns and in the promotion of its Comida Fresca and Private Brand products.
“Pingo Doce Bonus”
The contest was advertised in a multi-media campaign on TV, digital channels, the radio, outdoors, in stores and a leaflet with the concept “Did money fly on holiday?“.
“Savings are back with a bang”
For the fifth year running, Pingo Doce and Staples organised a joint promotional campaign to help the Portuguese save on back-to-school shopping. Between 30 August and 1 September, on their first purchase of €100 or more, Pingo Doce customers received a €20 voucher to use at Staples and also received €20 to use at Pingo Doce on a purchase between 2 and 5 September. The multi-media campaign was advertised on TV, the radio, in stores, digital channels and the My Pingo Doce APP.
Comida Fresca
During the summer months, Comida Fresca promoted its new cold sandwich offering on TV, outdoors, digital channels, leaflets and in stores. The “Sunday is the day for… Chicken Curry” campaign was also promoted on TV, digital channels, leaflets and in stores.
“Make this summer the best summer, with Pingo Doce – which has everything!”
This campaign promoted ready-to-eat food for the beach, fresh fish and meat to prepare any summer meal, and a wide range of Private Brand ice creams. The summer campaign was advertised on TV, the radio and digital channels.
Private Brand launches
Pingo Doce maintained its commitment to differentiation and innovation in its assortment, launching 161 new Private Brand products and relaunching 240.
“En ara si te alcanza para todo”
National price positioning campaign advertised on TV, the radio, digital channels, leaflets and in stores.
“Juega y Gana con ARA”
A nationwide campaign offering large discounts that ran from 31 May to 3 July, with different adverts every week on TV, the radio, digital channels, leaflets and in stores.
“Fútbol Locura”
The campaign was held during the America’s Cup and -17 Women’s World Cup, giving away around 40,000 prizes.
Ara sponsors women’s football team
As sponsor of the Colombian women’s football team, and during their participation in the Olympic Games in Paris, Ara held several promotions to engage customers with the brand and offering good savings opportunities.
In the third quarter, Ara continued its various campaigns – “Superhit del Día”, “Maratón de descuentos”, “Trasnochon” – and celebrated special dates such as Colombian Independence Day and “La batalla de Boyaca”.
Private Brand launches
Ara launched 89 products and relaunched 35.
Palavra de Especialista
In partnership with the magazine Revista de Vinhos, Recheio launched the first episode of the podcast Palavra de Especialista (Expert Advice) in early September, featuring a sommelier, a wine producer and restaurant representatives, who shared the key steps to equipping a restaurant with a well-stocked wine cellar.
Recheio Trip
On 1 August Recheio launched another ranking for its big trip. The ranking for accumulating points, generated by sales, runs until 31 December. The winners will be heading to Salvador da Bahia (Brazil) in February 2025 and, in addition to in-store communication, the trip is being advertised in leaflets, the Company’s website, WhatsApp and on social media.
August is Worth More
Campaign promoting a selection of the best-selling products from each category at even better prices. Besides in-store communication, the campaign was advertised in leaflets, on the website, WhatsApp, and on social media.
Private Brand launches
Recheio launched 58 new Amanhecer (50) and Masterchef (8) products and relaunched 20.
Enhanced communication
In July and August in Poland, Hebe focused mainly on radio communication and Spotify. In September it launched Czas na Hebe, a positioning campaign advertised in Poland, Czechia and Slovakia on TV and online. Also of note was the second edition of the Hebe Mobile App Days initiative, held in Czechia and Slovakia.
Private Brand launches
Hebe launched 62 new Private Brand products.
