Juliana - Jerónimo Martins // Pingo Doce - Global Communication
Juliana is born, a new look by Jerónimo Martins and Pingo Doce on the Portuguese Portuguese Mediterranean Diet. With Born's creativity, the new Brand updates and enhances the commitment of the two institutions to one of the healthiest food standards in the world. “Jerónimo Martins' briefing was extraordinarily clear and fits perfectly with Born's profile. Together we did a heavy job of immersion and strategic reflection that gave rise to a plan made up of creative tools and materializations, aimed at various media and stakeholders. From then on, the project grew organically. In such an atypical year, seeing the courage to innovate and make Jerónimo Martins and Pingo Doce happen is an inspiration for the market and it was also for our teams ”.
The project is based on three pillars: scientific, educational and commercial. In terms of science, the conference “Diet Mediterranean to the Portuguese” stands out, scheduled for Pátio da Galé, in Terreiro do Paço, with scientific curatorship from the University of Porto. “The pandemic placed a lot of restrictions on physical presence, so we had to bet on online. The number of online registrations exceeded all expectations, confirming the Portuguese adherence to new formats. It will be important to discuss the challenges of the future of the Mediterranean Diet ”. In the pedagogical and commercial aspect, Juliana's start is made as at the beginning of a meal: by the soups. “Juliana is a name that pays tribute to women, because it was they who in the Mediterranean tradition improved and passed on Portuguese gastronomic knowledge. But it is also a way to cut the vegetables, so important in the Mediterranean Diet, the name of a soup with more than 2 centuries with great nutritional value and - we discovered on the ground - the name of a fish that makes beautiful stews in Peniche . ”
In search of the secrets of the Portuguese Mediterranean Diet, Juliana presents a documentary filmed throughout the country, authored by the producer Bro, who travels to the traditions of our cuisine. “It is a powerful documentary about the relationship of the Portuguese with the territory and with the ingredients, with the secrets of the kitchen, with frugality and the power of creativity, with sharing at the table. It is brought to us through the history and wisdom of 8 women, who each prepare a soup and document what is the essence of the Portuguese Mediterranean Diet ”. “Juliana - o Documentário” is scheduled to premiere in November at the São Jorge cinema in Lisbon. Still in the pedagogical aspect, it will take place at Terreiro do Paço “Juliana - Uma Fotógrafo Exhibition”, from 16 to 18 October, with the look of Luís Mileu on the 8 guardians of the Mediterranean Diet. Accompanying the exhibition will be a Juliana food-truck, where visitors will be able to taste several genuinely Portuguese soups. The Juliana project is also part of an advertising campaign, where the Juliana Brand and 6 soups will be launched at Pingo Doce. “One of the great challenges of the Mediterranean Diet is the need to become tangible to the general public and to enter their daily lives. In this sense, diets of origin in the North American market are much more oriented towards consumption. Part of the necessary regeneration of this diet is the ability to reinvent itself in the way it relates to new consumers. Juliana has this great mission. ” The global campaign was produced by Bro, directed by Pedro Patrocínio. The series of beauty-shots of the soups that were in charge of Nuno Correia's Slow Studio, which also ensured photographic production.
Juliana will reach the point of sale and the digital universe, with her own website, recipes and native campaigns. Netmais was the partner that developed the Juliana website. “The food distribution market must have the ability to tell stories, as we all like to talk about food. The passion and commitment that exists at Jerónimo Martins and Pingo Doce for healthy and sustainable food is remarkable. The Portuguese Mediterranean Diet, and now Juliana, are from that point of view an answer to many of the challenges of the food sector in the coming years in areas such as the valorization of national production, health, sustainability, national identity and savings. It is undoubtedly one of the most relevant projects in distribution in recent years, a history that now begins and that can have a rejuvenating power in the relationship of the Portuguese with our food traditions ”.
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