Learn more about some of the campaigns held by the Group Companies and the Private Brand products launched between January and June 2024.
Strong investment in price
Strong promotional dynamics and focus on promotions to reinforce its price leadership, which it maintained in the first half of the year:
“Biedronka savings”
Continuation of Biedronka’s strong price reduction campaign. This campaign includes offers and promotions in all categories and is advertised on television, radio, digital channels and in stores. Besides regular price reductions on over 100 products or product categories, this campaign also offers reduced prices on special occasions such as Mother’s Day and Children’s Day.
“Continued low prices on more than 4,000 products”
Campaign to inform that, in April, the price of more than 4,000 products would not increase, even though they would no longer be VAT exempt. In Poland, the VAT rate on basic food products returned to 5% on 1 April, after being at 0% since February 2022. The campaign was advertised on the radio, digital channels and in stores.
“I go to Biedronka 2.0”
A repeat of the campaign launched in 2023. Every day, more than 5 million consumers have their reasons for saying “I go to Biedronka”. The campaign included a musical component and was advertised on television, radio, digital channels, in-store and outdoor. A dedicated leaflet was also designed for the campaign.
“Fly to Paris with Biedronka”
A competition was launched on 24 June enabling customers and users of the Moja Biedronka (My Biedronka) card to win 1,000 tickets for two to visit Paris and have the possibility to attend the 2024 Paralympic Games in Paris. The campaign’s ambassador is Natalia Partyka, a Paralympic table tennis champion.
Private Brand launches
Biedronka launched 134 Private Brand products in its permanent assortment (276 when also including products which are not part of the Company’s permanent assortment).
“A mãe aprova” (“Mum approves”)
Comida Fresca (Fresh Food) communication campaign starring Cristiano Ronaldo’s mum Dolores Aveiro. The new line of communication reinforced the brand’s values, based on authentic, homemade flavours. Focusing on “typical Sunday lunch”, Feijoada (Portuguese bean stew), the campaign was advertised on television, Mupis, digital channels (Facebook/Instagram, TikTok, YouTube) and in stores. Three films were produced exclusively for digital channels, showcasing the variety of products and traditional cooking.
“Frescos todos os dias” (“Fresh food and produce every day”)
The campaign highlights the daily replenishment of fresh products in stores, showing customers that they can always find the freshest fruit, vegetables, meat, fish, bread and bakery products at Pingo Doce. It was launched in June on television and on social media.
“Obra Feita” (“Good Deeds”)
One month before the start of the fourth countrywide edition of “Bairro Feliz” (Happy Neighbourhood), a campaign was launched to publicise the number of causes that have already been supported since the launch of Pingo Doce’s social responsibility programme. The campaign was advertised on the radio, in the press, digital channels and on television.
“Se todos querem uns Santos à Maneira, Nós Pingo!” (“You can count on Pingo Doce for a wicked celebration”)
To mark the month of celebrating popular Portuguese folk saints, Pingo Doce launched an exclusive Instagram campaign. During the month of June, followers of Pingo Doce’s Instagram account were given the chance to win prizes in competitions launched by Emanuel, a Portuguese singer.
Private Brand launches
Pingo Doce maintained its commitment to differentiation and innovation in its assortment, launching 100 Private Brand products and relaunching 174.
“En ara si te alcanza para todo”
National price positioning campaign advertised on television, radio, digital channels, leaflets, and in stores.
“Juega y Gana con ARA”
A national campaign offering big discounts that ran from 31 May to 3 July, with different ads every week on television, radio, digital channels, leaflets and in stores.
“Rigo y Ara”
In June, Ara began a partnership with athlete influencer Rigoberto Urán, a beloved Colombian cyclist with great impact on social media.
During the first half of the year Ara launched several price campaigns to celebrate special dates such as Father’s Day and Mother’s Day, important events in the country or region, and also to celebrate the opening of new stores.
Private Brand launches
Ara launched 58 products and relaunched 33.
Boa Cama Boa Mesa Guide
Recheio is one of the main partners of this guide. The 2024 edition was launched on 8 April. At the launch event, the Executive Director of Recheio Masterchef presented the Chef of the Year award to Rodrigo Castelo, who is already a reference in the world of gastronomy.
“No Recheio damos 50% de desconto” (“Recheio gives you 50% off”)
This campaign ran from 1 to 3 May and was advertised in-store, by text message and in the Newsletter.
“Para os Santos festejar o Amanhecer é o melhor par” (“Amanhecer is your go-to partner to celebrate the Saints”)
Traditional retail chain Amanhecer once again sponsored the “Santos no Tejo” event, associated with the celebrations of Lisbon’s folk saints. The brand was present throughout the event, held from the end of May till the beginning of June, the highlight being the Amanhecer festival on 1 June. Besides activation at the venue, the brand was advertised on television, radio, billboards, digital channels and social media.
During the first six months of the year, Recheio reinforced its communication with HoReCa customers through special leaflets and held exclusive promotions for the Amanhecer chain of stores.
Private Brand launches
Recheio launched 45 products under its Amanhecer (39) and Masterchef (6) brands and relaunched 14.
Strengthening communication in Czechia and Slovakia
Since the beginning of the year, Hebe has had a regular TV presence in Czechia and Slovakia and has strengthened its digital positioning with different profiles in each of these countries – Hebe.Slovensko and Hebe.Cesko – and for more personalised market communication.
Private Brand launches
Hebe launched 49 Private Brand products.
