Institutional Campaign
Case Study
230 years of existence are a milestone of rare business longevity.
The Jerónimo Martins Group, one of the 50 largest retailers in the world, wanted to celebrate them. So, they challenged Shift to create the institutional campaign that celebrates them.
230 years of a retail giant.
With 230 years of history and business in three different markets – Portugal, Colombia and Poland – the Jerónimo Martins Group has never stopped growing. Today, it is proud of its 4,584 stores, 120 thousand employees, 20.9 million euros in global revenues (2021) and, above all, its values and culture.
From food distribution to specialized retail, including primary production, what unites Jerónimo Martins' businesses, in distant and different countries, is that they belong to the food universe. A universe that depends on Nature and the Climate. Pingo Doce or Recheio in Portugal, Biedronka in Poland and Ara in Colombia all share the same mission: to democratize access to safe and quality food. They also share the Group's values, culture and commitment to sustainability.
To celebrate past and future with a multimedia campaign.
The aim of the project was to create an institutional campaign to mark this milestone by projecting the future and celebrating Jerónimo Martins' spirit of resilience, determination and innovation. But the main challenge was to build a campaign that, in a harmonious way, would save space for the different markets where it operates, for the activity, and for the Group's social and environmental commitments.
To develop a concept that would serve the needs of a multimedia campaign. One that would communicate with a transversal audience and with the various stakeholders of the brand.
A good idea is always the first step.
230 years of history can only be achieved with an extraordinary capacity for reinvention, never resting in the shadow of past successes and cultivating an inexhaustible source of enthusiasm for innovation.
Thus, supported by a visual and verbal message that reinforces the essence of the Group, the signature "230 years of first steps" portrays the Group's ability to reinvent itself every day.
In line with the Group's business and positioning, three communication pillars were established: Innovation, Sustainability and Proximity. Each had key messages created and specific images captured.
The aesthetics absorbed the authenticity of real scenarios and people, with photography and film being captured in places such as Best Farmer in Évora, the Distribution Logistics Centre and the DNA Laboratory in Azambuja or Seaculture in Sines, all of them part of the Group.
The campaign is the result of an immersion in Jerónimo Martins' business. A place where we celebrate people, organizational culture and where every first step is taken daily by all those who are part of it.
Shift was in charge of the creativity. We were responsible for the development of an institutional film, radio spot, press announcements and all digital materials.
Summary
“Celebrating 230 years of history brings with it a feeling of great responsibility, of honoring and continuing the work of many generations, with an eye on the future. Therefore, the Jerónimo Martins team would always have to be very involved in all phases of the process. With the Shift team and the way they embraced this challenge – with grit, openness and a lot of determination – it was possible to create a true extended team spirit, which was fundamental to the success of this campaign.”
The Corporate Communications team, Jerónimo Martins Group
