CHALLENGE
The Mediterranean Diet is a decades-old Jerónimo Martins bet. This translates into the Group value chain, from production to suppliers’ selection and in stores offers at Pingo Doce.European studies demonstrate the decline of Mediterranean Diet among younger generations, as a result of globalization in food industry and the lack of time to cook in families daily lives.The Group wanted to strengthen its association with the Mediterranean Diet and be a reference in this territory.
IDEA
We created “JULIANA”, a brand that is women name in South European countries and a soup that is part of Mediterranean Diet. We went on a trip from the Algarve to the Azores, in search of the women who keep alive the secrets of the soups that most represent the Mediterranean Diet in Portugal.In 8 episodes, “Juliana – Series” portrays the relationship of 8 women, from 8 different regions, with the Mediterranean Diet,
showing 8 traditional soups.
This content talks about the relationship between generations, grandparents who teach their grandchildren, the ancestral interaction of the Portuguese with the territory, ingredients and families socializing around the table. It is, therefore, also a record of the collective memory and national identity.In addition, we created a “Juliana” campaign for Pingo Doce supermarket chain, reinforcing the association of this brand with the Mediterranean Diet. This communication combined brand awareness with in-store promotional actions, promoting soups inspired by the recipes of the “Juliana” Series.
This content talks about the relationship between generations, grandparents who teach their grandchildren, the ancestral interaction of the Portuguese with the territory, ingredients and families socializing around the table. It is, therefore, also a record of the collective memory and national identity.In addition, we created a “Juliana” campaign for Pingo Doce supermarket chain, reinforcing the association of this brand with the Mediterranean Diet. This communication combined brand awareness with in-store promotional actions, promoting soups inspired by the recipes of the “Juliana” Series.
RESULTS
More than 405,000 online views of Juliana SeriesHundreds of news on earned mediaFilm screening of the “Juliana” DocumentaryPingo Doce Top of Mind at Publivaga/MarktestA complete project: from the past to the present and future, guaranteeing the association of Jerónimo Martins Group and its brands with the Mediterranean Diet.
