Learn more about some of the campaigns held by the Group Companies and the Private Brand products launched between January and June 2021.
“We’re all the Polish Team” campaign: Biedronka has been the official sponsor of the Polish football team for over a decade. The campaign for the Euro 2020 ran on TV, in stores and on digital channels.
Launch of a dedicated website for regional farmers to register on the site and sell their products in Biedronka stores. More than 500 farmers had registered on the platform by the end of June.
Based on the Rural Housewives’ Circles concept, a very traditional form of association, Biedronka launched a campaign to promote regional products and farmers and “originally Polish” products (which, besides being produced in Poland, respect their regional heritage or follow traditional recipes, for example), in Biedronka stores nationwide. The regions of Pomorze and Kaszuby were selected for the first phase of the campaign.
Campaign offering a 50% cashback voucher over the amount spent on products covered by the campaign. The campaign ran on television, in stores and on digital channels.
From among the 121 Private Brand products launched by Biedronka most noteworthy are the microwave beef and onion dumplings, the high-protein cereal bars, the Fruvita high-protein, fat-free and sugar-free quark, and the plant-based “yoghurt” rich in calcium and vitamin B12 suitable for vegans.
Loyalty campaign that combined television, in-store advertising, leaflets and digital channels. The campaign was launched in March and ran until the end of June.
The campaign included a discount equal to the VAT amount paid, fuel discounts and discounts on various products and Private Brand launches. The campaign ran from April to June and combined television, leaflets, in-store advertising and digital channels.
Strong promotional campaign that ran in the first week of May and combined television, in-store advertising, leaflets and digital channels.
Ran in May and combined television, in-store advertising, leaflets and digital channels.
Combined leaflets, in-store advertising and digital channels.
New Spring/Summer menu, with fresh, practical meals for everyone.
Pingo Doce took part in the National Agriculture Fair in Santarém, which ran from 9 to 13 June, focusing on and promoting the Juliana brand and the Portuguese-style Mediterranean diet.
From among the 117 Private Brand products launched by Pingo Doce most noteworthy are the ECO nappies, the meatless plant-based burgers, the Alentejo Touriga Nacional Pingo Doce Rosé wine, the Verde Alvarinho Trajadura Pingo Doce Branco white wine, and the Ultra multipurpose spray refill tablets.
Campaign to award customers who accumulated the most points with their purchases. Approximately 900 customers had received vouchers by the end of the first half of the year, corresponding to a total of €585,000 in shopping vouchers.
Renewed partnership with weekly newspaper Expresso’s Boa Cama Boa Mesa (“Good Hotels, Good Food”) tourism and leisure initiative, which includes sponsorship of the Boa Cama Boa Mesa guide, the Chef of the Year Award, healthy eating guides, and restaurant recommendations.
Discount campaigns based on the “Big discount campaigns” concept
Recheio and Pingo Doce joined forces to help the HoReCa channel, donating €2 million in shopping vouchers to its HoReCa customers that can be used until 30 September.
Recheio launched 52 Private Brand products: 40 Amanhecer products and 12 Masterchef products. Under the Amanhecer brand, of note is the launch of ready meals, personal care products, alternative food products and seasonal products, such as ice cream. The Masterchef brand continued to develop new products for the HoReCa channel, such as pre-prepared products.
Ara continued offering promotions through campaigns such as “Shop Year-Round at Ara” and Technology, and now also sends promotional messages on WhatsApp.
As part of the Colombian responsible urban art programme “Distrito Grafitti”, Ara partnered with urban artist Ledania to paint graffiti on the walls of some of its stores, adding more colour and joy to the streets.
Ara launched 57 Private Brand products and relaunched 82 products.
Hebe launched 19 Private Brand products in its By Hebe and Hebe Cosmetics range and 922 products of the 95 brands it represents exclusively in Poland.
