1 year at A Padaria Portuguesa’s marketing
Almost without realizing it, with everything going on, I completed this month a 1 year at A Padaria Portuguesa marketing team and I couldn’t help to be proud of the path the brand has taken, especially the work we have presented during COVID-19.
We are not living in easy times — we live in unique times when both people and organizations had to reinvent, adapt and most of all survive. The proof of this is the digitalization that happened at this time — both in working models and in touchpoints with customers.
A Padaria Portuguesa (A portuguese chain of tradition inspired bakeries) was no exception — the whole team got together so that overnight we could become what people needed from us.
Here are some highlights of what our marketing work has been like during COVID-19:
🏠 We flipped our brand signature temporarily: “Here, as at home.” to “At home, like here.” — because we know that at this stage we could not be home (away from home) for all Portuguese.
🛵 We bet on the delivery channel (Uber Eats and Glovo) to be close to our customers, having gone from 12 stores to 62 in a month and a half. In this channel we also include the range of grocery items that we launched in all of our stores to avoid unnecessary trips to crowded alternatives. We were always adjusting and adapting the offer to what our customers asked us to do.
🎯 We pivoted a campaign landing page to become our homepage during confinement (with direct contact from all stores for telephone orders).
👩🍳 👨🍳 We shared the most requested recipes (Even our most famous one “Pão de deus”…) so that all portuguese could try them at home — and we reached more than 24 countries with the hashtag #PassarReceita.
In short, we have not given up on continuing to be present and be relevant in the daily lives of our good customers. We have not confined ourselves to those who trust us — out of the more than 30,000 daily customers we have. All together, we understood our role in this situation and we nailed it perfectly. 💪
And we didn’t stop, especially for those who barely stopped for all of us:
We made a point of offering more than 17,000 breakfasts to health professionals (doctors, nurses and health assistants) who for more critical weeks of the pandemic took care of all of us and ours. We know that we didn’t reach everyone, but we helped as we could and felt that we could be useful and we could comfort this hero. 🧡
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But beyond these past two and a half months, the remaining 10 months working at this brand were super challenging and rewarding — I can’t wait to continue this trip. We hope that all good customers will come home — progressively, with confidence and security — knowing that we continue to be their home away from home, as A Padaria Portuguesa has been for almost 10 years.
All of this has only been possible with the support of all of you: Rita Neto, Ana Dias Alves, Rui Barreto, Rui Ramalho, João Neves, Pedro Soares, Frederica Muñoz Cardoso, Duarte Frade, António Ataíde … among many others with whom I worked this last year!
Thank you all for your trust and friendship! Come the next years … 🚀
