Learn more about some of the campaigns held by the Group Companies and the Private Brand products launched between January and March 2022.
Between February and April, 50 people received a prize of 500,000 zloty (around 100,000 euros) to buy a house. Biedronka invested approximately 25 million zloty (around 5 million euros) in this initiative.
Biedronka anticipated by one day the decrease in VAT to 0% temporarily decreed by the Government in some food categories, such as dairy products, eggs, flour, and fruit and vegetables. Biedronka began selling over 3,000 without VAT products on 31 January, the first retailer in the market to sell such products without VAT.
Thanks to Biedronka, original handmade bags woven by artisans from the Wayúu community in La Guajira arrived in Poland for the first time. More than 600 Colombian families from the country’s northern indigenous community worked on the production of these bags, each with a unique brightly coloured pattern. It was the first time they had ever received an order of this size. By purchasing these bags, Biedronka’s customers supported the culture of the Wayúu people and helped to fight hunger in the region.
Biedronka launched 21 Private Brand products, such as the vegan products of the Go Vege range.
Launched on 1 February, the new communication campaign reinforces Pingo Doce’s value proposition as a food specialist, delivering a diversified, quality, tasty food offering at the lowest prices – from fresh products to ready-cooked food, including Private Brand.
The campaign also marks the beginning of the partnership with athlete Patrícia Mamona, who became an ambassador for Pingo Doce.
The multi-media campaign includes TV, stores, digital, leaflets, and outdoor advertising, among other channels.
Every month, the Pingo Doce’s fishmonger and butchery promote a selected product of excellent quality, and which is also very practical to prepare, always at low prices. The multi-media campaign includes TV, stores, digital, leaflets, and outdoor advertising, among other channels.
Launch of a campaign promoting a different dish every week – the Suggestion of the Week by Pingo Doce’s Executive Chef Gonçalo Costa – to eat at Pingo Doce restaurants or take away.
Go Active Peanut Butter received two awards at the European Private Label Awards 2021, organised by the European Supermarket Magazine. The peanut butter was awarded in the grocery category and in the “best of the best” as the most innovative product of the year.
Among the 30 Private Brand products launched by Pingo Doce, of note are the Go Active low-fat protein yoghurts, an almond drink with no added sugar, and the Cuida Bebé chamomile shampoo. The Company also reformulated 102 products, such as the naturally sweetened Greek yoghurt and the granola with ancestral seeds.
Recheio celebrates its 50th anniversary this year and has carried out several campaigns, such as promotional events “50 years, 50 items” and “February means enormous advantages” – establishment of a partner network that enabled, among other benefits, increased discounts on fuel that reached 15 cents/litre, and the 5% discount on the Uber Eats service fee for clients using the service for the first time.
To demonstrate the convenience and profitability of ready-made solutions, in February Recheio kicked off the first of fifteen roadshows with HoReCa clients, at the Company’s stores.
Recheio launched 39 products under its Amanhecer (35) and Masterchef (4) private brands.
The campaign was held in all chain stores, and ran in-store and on digital channels. Some national campaigns are also of note, such as the 9th anniversary and the “Day without VAT” campaigns.
Ara launched 16 Private Brand products and relaunched 19 products.
The Hebe Cosmetics private brand range was awarded gold by the market study “Best Product 2022 – Consumers’ Choice” promoted by GfK Poland, in the category “Drugstore and pharmacy private label products”.
Hebe launched 15 Private Brand products under its Hebe Professional range.
