Recheio 50 Anos
Client.
Recheio Cash & Carry
Communication & Imapct..
Advertising.
Branding.
Communication Strategy.
Food Distribution.
Celebrating 50 years of Recheio feeding the Portuguese economy.
Context.
The HORECA channel is a pillar of the Portuguese economy, representing between 8% and 10% of national GDP in 2022 and generating more than 300,000 jobs. In addition to its economic importance, the sector plays a crucial role in the distribution of both national and international products and brands.
As market leader, Recheio has taken on the responsibility of driving the modernisation of the sector and the country's post-pandemic recovery. In a year that was already showing signs of change, such as the opening of a new store in Cascais and the exceeding of the 500-store target for the Amanhecer brand, the company decided to take advantage of its anniversary to reinforce a message of confidence and optimism.
Proud of its 50 years, but fresh for the challenges of the coming years.
Strategy.
Based on interviews and workshops with the new management team, we defined a communication strategy for the brand's 50th anniversary, based on three fundamental pillars. Reaffirming the internal and B2B culture with a focus on innovation and commitment to partners; accelerating recovery with an even more relevant value proposition for the market and customers; reclaiming a position of leadership. To this end, communication should be more assertive and embody the importance of the category and the brand for the Portuguese economy and culture.
Concept.
‘50 years feeding good business’ was the overall concept behind a multidisciplinary project involving design, advertising, digital and in-store communication, aimed at highlighting Recheio's proximity and partnership with its customers.
Using modern, assertive and distinctly Portuguese language, we sought to engage all Recheio stakeholders, from employees to the most loyal customers. The result was the humanisation of the brand, giving a tangible face to the real importance that Recheio has in the national culture and economy.
A project that seeks to demonstrate the importance of the Recheio brand in Portuguese culture and economy.
A campaign that involved everyone from employees to the most loyal customers.
Deployment.
The celebration of Recheio's 50th anniversary was present on all of the brand's platforms, online and offline, and was visible in stores from north to south of the country. With the return to post-pandemic activities, Born extended the new communication concept to the traditional Arraiais Recheio, which, in addition to Braga, took place in seven other stores throughout the country.
This concept was also adapted for internal communication, highlighting employees as key elements in the brand's journey.
