Learn more about some of the campaigns held by the Group Companies and the Private Brand products launched between January and June 2022.
Launch of new app
On 30 May Biedronka launched a new app, which includes personalised offers and campaigns, purchase history, a price scanner, a virtual loyalty card and Shakeomat – a daily selection of products customised for each user. By the end of June, the app had already been downloaded more than 1.5 million times.
Partnership with Glovo
In April, after two years of the partnership with Glovo – and when the Biek Q-commerce service reached its sixth month of activity – the number of two million transactions processed through the Glovo app was surpassed. By the end of the semester this offer was available in 94 cities.
“Biedronka Anti-Inflation Shield” Campaign
This campaign was announced by Biedronka on 12 April, aimed at assuring consumers that the prices of essential goods would not increase until the end of June. The campaign also included a refund by Biedronka of the difference in price if a consumer found the same or a comparable product at a lower price at another retailer.
Private Brand launches
Biedronka launched 50 Private Brand products.
Pingo Doce maintained its strong commercial dynamic and its constant presence on television, which led the banner to remain the leading food retailer in cumulative Top of Mind communication in the first half of the year (source: Publivaga and Multidados).
Frumania
Between 3 May and 12 July, the Minions invaded Pingo Doce. Leveraging their popularity and anticipating the buzz around the premiere of the new film in cinemas, Frumania encouraged children to learn more about fruit and vegetables through a collection of 108 cards (collectible in an album filled with educational content developed with the Nutrition and Quality team) and six exclusive soft toys.
“Locked Prices” Campaign
Aware of the impact that inflation has on the lives of the Portuguese, Pingo Doce launched the “Locked Prices” campaign, in which it pledged not to increase the price of hundreds of essential food and non-food items until 31 July. The campaign is publicised in stores, promotional leaflets, on the internet and radio.
Go Active Campaign
Pingo Doce Go Active is a range of products developed together with the Nutrition team and the Pingo Doce fitness team for consumers who lead an active lifestyle and prefer a diet richer in protein.
With the expansion of the available assortment, Pingo Doce promoted Go Active for the first time, in partnership with athlete Patrícia Mamona, demonstrating the innovative and modern nature of the brand, by developing a sports food range.
Second nationwide edition of the Happy Neighbourhood programme
The Bairro Feliz (Happy Neighbourhood) programme has a revamped image, focusing on the Happy Neighbourhood currency and on the power of simple ideas that have already made a difference in Portuguese neighbourhoods, with more than 580 causes supported in 2021. Through a partnership with SIC/Expresso, Fátima Lopes is the face of this year’s edition. The multi-media campaign includes TV, in-store, online and outdoor advertising, leaflets and other channels.
Private Brand launches
Pingo Doce launched 94 private brand products, including the hazelnut, peanut and cocoa spread from the Go Active range, hydrated tapioca and lactose-free buffalo mozzarella. It also reformulated 245 products.
The return of the Recheio trips
After a two-year suspension due to the pandemic, and in the year when Recheio celebrates its 50th anniversary, the iconic Recheio trips are back, this time to New York and Punta Cana. Recheio has more than 200 trips for two to offer to its customers who register between 1 April and 30 September.
Be Beauty
Recheio began selling the Be Beauty brand in May, an exclusive private brand developed by the Jerónimo Martins Group. Communication was carried out in-store and through a digital catalogue.
Sponsorship of the Street Food Tour
Recheio is a sponsor of the Street Food Tour, a travelling street food event that began in June and will visit seven cities until November. Around ten food trucks will take the flavours of the world to each of these cities and Recheio will join the convoy with its own food truck, which local restaurants or pastry shops can use to sell their dishes or products.
Boa Cama Boa Mesa
In April the launch event for the Boa Cama Boa Mesa (Good Hotels, Good Food) Guide and the usual awards ceremony were held, which have been sponsored by Recheio since 2018.
Private Brand launches
Recheio launched 75 products under its Amanhecer (48), Masterchef (25) and Gourmês (2) private brands.
Pulparty
Ara’s biggest campaign of the year ran from 30 April to 3 July. The banner’s customers were able to exchange the stamps they received for soft toys. The collection was made up of six soft toys representing a fruit or vegetable. The multi-media campaign included TV, in-store, online and outdoor advertising, leaflets and other channels.
Merca Todo en Ara
The campaign is ongoing throughout the chain, with milk and eggs being highlighted categories in this six-month period.
Private Brand launches
Ara launched 31 private brand products, including instant cereals from the Bubu baby food range, and relaunched 27 products.
Launch of partnership programme
Hebe now offers marketplace products through the Hebe Partner programme on its website Hebe.pl
Awards
In May, Hebe was distinguished at the 12th edition of the “Drugstore of the year” awards hosted by the specialised cosmetics industry publication – wiadomoscikosmetyczne.pl – in four categories: “The best drugstore chain”; “The best e-drugstore”; “The most interesting assortment strategy” and “The best business partner”. It was also distinguished as the “Service Quality Star 2022” in the 15th edition of the annual satisfaction survey conducted by the Polish Service Quality Programme.
Private Brand launches
Hebe launched 27 private brand products in the first half of the year, including the bamboo brushes in the Hebe Professional range.
