Learn more about some of the campaigns held by the Group Companies and the Private Brand products launched between January and June 2025.
Intense promotional dynamics
Biedronka developed intense promotional activity throughout the first six months of the year to reinforce price leadership, combined with the celebration of 30 years serving the Polish families:
“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.
“Biedronka Low Prices”
Promotional campaign (Biedronki Niskie Ceny) throughout the first half of the year to reinforce price positioning of Biedronka. The campaign was activated on TV, radio, digital, social media, owned media and in-store.
“Weekend Platform”
Over the first six months of the year, a multi-campaign strategy was deployed with promotional opportunities to visit Biedronka at the weekend. The campaign had four dynamics:
Campaigns advertised on TV, radio, digital (Meta), leaflet, owned media and in store.
Private Brand launches
Biedronka launched 114 Private Brand products in its permanent assortment; 289 when also including in & out products (which are not part of the Company’s permanent assortment).
“Rich Holidays” campaign
This loyalty campaign gave away €1,500 per day to be used on Booking.com, through purchases made with the O Meu Pingo Doce app. The campaign was promoted in digital channels, in-store and in leaflets.
“Maximum Saving Days”
“45 years of savings: Take advantage of Maximum Savings Days” was the motto for this major promotional campaign, launched in May. It was featured on TV, radio, in stores, online, app and leaflets.
“Comprou, Pingou” (You bought it, it dropped to you)
Exclusive weekly promotional campaign for O Meu Pingo Doce customers, in which all purchases counted towards accumulating value to earn a €10 voucher (for purchases between €80 and €150) or a €25 voucher (for purchases over €150). The campaign was advertised on TV, radio, in-store, online, app and leaflets.
Sunscreen Products Campaign
“It’s not the high price that protects you from the sun” was the motto for Pingo Doce’s Sunscreen Be Beauty products campaign. The campaign was activated on digital channels, in stores, radio branded content and leaflets.
Popular Portuguese folk saints
This year, Pingo Doce took a new step in its connection to the Popular folk saints festivities with its own unique event. “Os Santos no Pingo” featured three typical festivals, held in Pingo Doce stores in central Lisbon, with concerts by Portuguese artists, food, drink and free admission. The initiative was promoted on the radio, in stores and digital channels.
Pulled Pork Sandwiches
Pingo Doce reinforced its hot sandwich offering with a unique product – the Pulled Pork sandwich. In addition to digital channels, leaflet and in-store advertising, customers had the opportunity to try the product on tasting events held in stores
Private Brand launches
Pingo Doce maintained its commitment to differentiation and innovation in its assortment, launching 128 Private Brand products.
12th Anniversary
The anniversary campaign covered more than 1,400 stores across the country and offered to the customers thousands of products at 50% off and exclusive promotions on selected products. The campaign was advertised on digital channels, leaflets and special in-store events.
2025 National Livestock Fair
Ara was present at the 2025 National Livestock Fair (Feria Nacional de la Ganadería 2025), one of the most anticipated events of the year in the Caribbean region, which celebrates livestock traditions, culture, gastronomy and artistic talent.
Private Brand launches
Ara launched 100 new products.
Boa Cama Boa Mesa Guide
As an official sponsor of Boa Cama Boa Mesa Guide, Recheio attended the BCBM awards giving ceremony, where it sponsors the Sustainability category. During the event, participants had the opportunity to sample the company’s products, prepared by Recheio chefs.
“Amanhecer Ready-to-Eat Meals”
To promote the convenience, flavour and quality of Amanhecer brand single-serving ready-to-eat meals, Recheio launched a communication campaign, which combined activation in Recheio and Amanhecer stores, flyers, leaflet, digital channels, social media and in-store communication.
“50% off on MasterChef brand products”
This campaign ran from 24th to 27th April and was advertised in-store, digital leaflets, text messages, WhatsApp and newsletters.
“Portugal Autêntico” collection
Following the launch of the “Portugal Autêntico” book collection, the second phase of the project kicked off in June, in partnership with Expresso. Over the coming months, the secrets and traditions of each region will be revealed in a series of conversations between an Amanhecer Partner and a regular customer of the store, to be published in online articles and videos.
Private Brand launches
Recheio launched 32 products under its Amanhecer (24), MasterChef (7) and Gourmês (1) brands.
Relationship with digital influencers and journalists
Since the beginning of the year, Hebe has been investing in communication initiatives aimed at digital influencers and journalists in Poland to promote its range of products in segments such as facecare, dermo cosmetics, SPF for sportsmen/sportswomen and hair care, as well as its exclusive brands catalogue. Similar initiatives have also been developed in the Czech Republic and Slovakia.
Private Brand launches
Hebe launched 57 Private Brand products.
