Awareness
We follow different communication strategies with our customers to make them aware of healthy eating options and sustainable choices.
Juliana
For over ten years, product development and communication at Pingo Doce has been following the principles of the Mediterranean Diet, classified as an Intangible Cultural Heritage of Humanity by UNESCO (United Nations Educational, Scientific and Cultural Organization). Since 2020, and following the “Dieta Mediterrânica à Portuguesa” (Mediterranean diet, Portuguese Style) conference organised by the Group, Pingo Doce has embraced a new brand – Juliana – as an aggregator of food supply related to the Mediterranean diet.
Books and magazines
The Pingo Doce bi-monthly magazine Sabe Bem (Tastes Good), with an average print run of 150,000 copies, is another primary channel for sharing this diet and includes recipes that encourage the reuse of leftovers. In 2019, 2020 and 2021, Pingo Doce published a cookbook based on the principles of the Mediterranean diet, printing hundreds of thousands of copies.
Biedronka continues to publish its quarterly magazine Czas Na… (Time for…), focused on healthier eating habits and lifestyles, with 120 recipes per issue and an average print run of 200,000 copies.
Social media and websites
In Colombia, members of The Consumer Goods Forum designed the “Se Siente Bién” (Feel Good) campaign to raise awareness of healthy eating, with social media posts, e-mail campaigns and using the internal channels of member companies. Ara joined the campaign Misión Nutrición (Mission Nutrition) in 2021. The campaign’s slogan, “A selection of food to feed your region”, reveals its purpose: to fight the real public health problem in Colombia, malnutrition made worse by the lack of quality information on healthy eating habits.