Continente leads brand recollection for the 6th consecutive year

In 2020 Continente’s brand awareness reaches the highest value ever achieved (21.7%) by a brand in the Portuguese market, according to the 'Tracking Generic' Marktest study, which assesses the recollection of brands regardless of product class and media.

The first week of December is marked by this record, which reinforces the consistency that the communication of the Continente brand has shown. In addition to leading for 6 consecutive years, winning, week after week, the position of most mentioned brand by the Portuguese, it has an impressive leadership record of 93% in the last 303 weeks.

For Tiago Simões, Marketing Director at Sonae MC “we are very pleased with the Marktest study’s results wich reflects the work that we have developed in our branding and advertising investment strategy, especially in this atypical year in terms of communication. Not being the brand that most invests in advertising, we are the one that has the most notoriety, thus demonstrating the commitment of our teams and partners and an effective management of investments in communication”.

'For the good of all, the best of each' was Continente's institutional campaign that marked 2020, and which spread a message of courage, support and appreciation to the Portuguese, who, for the good of all, gave their best, at this unprecedented time. It was a message dedicated to everyone, with emphasis on essential services professionals who continued to make it happen and to guarantee the well-being and protection of all families, namely food retail employees who continued (and continue) to supply Continente stores (and those of the competition).

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