Learn more about some of the campaigns held by the Group Companies and the Private Brand products launched between January and September 2025.
Intense promotional dynamics
Biedronka developed intense promotional activity throughout the first nine months of the year:
‘Gang ‘Biedroniaków’ and ‘Biedromania’
At the end of August, Biedronka launched its 10th loyalty campaign – the ‘Gang Biedroniaków’, the largest collection ever, consisting of 19 characters representing iconic products from the company’s stores.
This edition of the loyalty campaign, which coincides with Biedronka’s 30th anniversary, invites adult customers to join the fun for the first time through the ‘Biedromania’ campaign. Virtual stickers collected from the Biedronka app can be exchanged for discount codes redeemable for tangible rewards in the Biedronka Home online store.
Watch here the videos of the ‘Gang Biedroniaków’ and ‘Biedromania’ campaign.
Back-to-school
Biedronka offered a comprehensive assortment of over 1,000 school supplies, such as notebooks, pens, pencil cases, backpacks and sportswear, from the most popular brands and its own KAYET Private Brand.
Between July and September, when the time came to prepare for the return to school, Biedronka launched several saving campaigns and initiatives for customers. As part of this, Biedronka prepared a school kit, consisting of nine basic school products, at the lowest price on the market.
The ‘Back to School’ campaign was advertised on TV, radio and social media, as well as on Biedronka’s channels: stores, website and dedicated leaflet.
“BiedroNOWE”
New 360º communication platform focused on Biedronka’s Private Brand innovations. The campaign was advertised on TV, radio, digital, social media, owned media and in-store.
‘Bag full of holiday stories Contest’
Between July and September, Biedronka challenged its customers to record their holiday stories in photo or video accompanied by a Biedronka shopping bag and post them on Instagram with the contest hashtag. For 10 weeks period, the contest awarded four winners per week with various prizes, including Biedronka gift cards.
The campaign was advertised on TV, radio, digital, social media, owned media and in store.
Private Brand launches
Biedronka launched 157 Private Brand products in its permanent assortment; 397 when also including in & out products (which are not part of the Company’s permanent assortment).
Special edition of ‘Croissant à Moda do Porto’ (Porto’s Style Croissant)
Pingo Doce, in partnership with the century-old Padaria Ribeiro bakery, launched a special edition of ‘Croissant à Moda do Porto’.
This launch was supported by a multimedia communication campaign, promoted on TV, digital, radio, in-store, app and leaflet, with the slogan: ‘Who brought the Porto’s Style Croissant? Padaria Ribeiro and Pingo Doce did it’.
‘Pingo Doce Bonus’
The contest, which helps Portuguese people get back their routine after the holidays, gave away €1,500 every day until 27 October through purchases made with the O Mau Pingo Doce app.
Promoted on TV, digital, radio, in-store, app and leaflet.
Summer Sandwiches
For the launch of its Summer Sandwiches, Pingo Doce developed a campaign highlighting the practicality and convenience of the Fresh Food Sandwiches for summer activities such as trips to the beach and picnics.
The campaign ran between July and August, with presence on TV, OOH, digital, promotional leaflets and in-store, and also included an activation at different Portuguese beaches.
‘Na Grelha’ (On the Grill)
With hot summer days in mind, perfect for gatherings with family and friends, Pingo Doce launched its ‘Na Grelha’ line of carefully selected meat, cut to perfection and ready to grill, distinguished by its variety, quality, flavour and convenience.
‘Na Grelha’ line was promoted through a multimedia campaign on TV, digital media, leaflets and in-store.
Back-to-school
With the motto ‘Low prices are awesome,’ Pingo Doce’s back-to-school campaign offered customers more than 1,000 items on sale from the best brands, such as backpacks, school supplies, and even technology.
This campaign had a special focus on digital and social media, in addition to in-store communication and leaflets.
Private Brand launches
Pingo Doce maintained its commitment to differentiation and innovation in its assortment, launching 185 Private Brand products between January and September 2025.
‘Shake it up for promotions’
As part of the launch of the Ara Stores App, the banner launched the ‘¡Sacúdela que tiene promo!’ campaign. The app has a ‘shaker’, an interactive feature that invites users to shake their phone to unlock exclusive promotions.
The campaign was activated on TV, radio, social media and in-store.
‘Win a trip with Ara’
Between 25 August and 12 October, Ara launched a campaign that enabled participants to win a bonus for a trip to the North of Colombia. When purchasing products from participating brands in this campaign, participants received a code, which had to be registered on the campaign website. The 10 customers with the highest number of registered codes were the winners of the campaign.
Private Brand launches
Ara launched 169 new Private Brand products between January and September 2025.
Kitchers
Recheio has launched Kitchers, a programme that is unprecedented in Portugal and promises to enrich training in hospitality and gastronomy. In partnership with the Lisbon Professional School of Hospitality and Tourism, this programme aims to promote a training experience for those who will be Recheio’s customers in a near future, reinforcing the banner’s positioning in the hotel and catering segment.
‘Arraial do Recheio’ (Recheio’s Camp)
The Recheio store in Braga was the venue for another edition of ‘Arraial do Recheio’, an iconic event organised by the company for the past 35 years. The event brought together around 6,000 customers, combining music with traditional festival cuisine.
Launch of Recheio Trip 2026
In August, one of Recheio’s most emblematic promotional initiatives was launched: the Recheio Trip 2026 campaign, which will reward the best customers with an exclusive experience of visiting Dubai and the beaches of Ras Al-Khaimah.
The campaign was promoted in-store, website, leaflets and social media.
Private Brand launches
Recheio launched 50 products under its Amanhecer (33), MasterChef (10), Fancy Brand Spirit Bar (16) and Gourmês (1) brands.
#CzasNaRelaks (Time to Relax)
In July, Hebe organised an event dedicated to digital influencers, entitled #CzasNaRelaks, inspired by the #CzasNaHebe campaign, dedicated to relaxation, with yoga sessions, reflexology workshops and sauna rituals. Influencers had the exclusive opportunity to experience Hebe’s natural products range first-hand.
Hebe Quiz
In September Hebe organised the 4th edition of the ‘Hebe Quiz’. The campaign ran throughout an entire month, with over 160,000 prizes available to be won directly through the app for anyone who place an order using My Hebe loyalty card and answered three questions correctly and quickly. Over 281,000 customers met the conditions to claim a prize.
Private Brand launches
Hebe launched 89 Private Brand products between January and September 2025.
