We have an emotional relationship with food. There are flavors that connect us to the land, to ours. A soup can transport us in time. A soup bowl in our mother’s arms. “This terrine was from my mother’s wedding. Every time I make the soup that she taught me, this is where I serve it. It reminds me of her memory, her teachings and even her hands to hold when I took her to the The soup only has this flavor also because of the tureen “.
Confidence was shared by one of Juliana’s protagonists with Duarte Vilaça, a partner at Born, the agency that signs the creativity of the Juliana – Mediterranean Diet to Portuguese project, the new hat brand from Pingo Doce to promote this food standard among the Portuguese. Juliana is the name of a soup, but also a brand name, a photography exhibition at Terreiro do Paço and a documentary, due to open in November.
“More than a dietary pattern, the Mediterranean diet is a lifestyle rooted in our culture, based on a set of precepts that range from the way we cook food to the way we share meals. It is a diet that, in these times of uncertainty, gains even more relevance because it guarantees a healthy, affordable and sustainable diet, fully aligned with the value proposition of Pingo Doce “, says Maria João Coelho, marketing director of Pingo Doce. “The launch of the Juliana brand is, therefore, our homage to the Mediterranean diet, ancient knowledge, secrets in the kitchen, the hands that work the countryside and prepare authentic meals that preserve our roots and our culture”.
The tribute comes in the year that the supermarket chain of the Jerónimo Martins group celebrates 40 years and is made known at the moment when World Food Day is celebrated. It starts with the conference “Diet Mediterranean to the Portuguese”, in Pátio da Galé, integrating the Lisbon Capital Verde European 2020 program, but by Terreiro do Paço there are, until October 16, photographs by Luís Mileu, who travel through eight regions from North to South of Portugal, Azores and Madeira, and give prominence to eight guardians of the Portuguese Mediterranean diet and their soup recipes.
Juliana is the name of soup, but not only
Juliana is the name of soup, but not only. “The Mediterranean diet is a heritage shared by countless countries and entities. It was necessary to create a proprietary name that particularizes the Mediterranean diet within the Portuguese tradition. In order to delimit a territory and bring the language of the final consumer closer, we sought names related to essence of the project. After a thorough analysis of ingredients, dishes, Portuguese regions, we discovered Juliana “, says Duarte Vilaça.
“Juliana is a soup that fits the principles of the Mediterranean diet, has unique nutritional properties, is a way of cutting ingredients and has a name of its own, making a perfect tribute to the protagonists of the project, who keep, update and transmit our traditions more For all these reasons, and because it is so “ours” and familiar, it was our bet “, he explains.
And they went looking for people, for their stories. Of lives. The Julianas. “These stories are real, they are part of us, so we immediately activated our own personal networks because each of us remembers people like that. In addition, and given the network of project partners, we were appointed to public institutions and private ones where we could get more precise indications “, remembers the person in charge of Born. “There was a notable work by the producer in the field, which identified dozens of possibilities that we were selecting in the meantime, based on several criteria, in view of the substance and form of the documentary and the photographic exhibition that were very clearly requested by Jerónimo Martins” , continues the creative.
Video: Pingo Doce “Juliana” Campaign
The collection of stories was incorporated into the exhibition, with photography by Luís Mileu (who has already collaborated with campaigns like the rebranding of EA wines and participated in the exhibition organized by Instagram, Photoville, in the United States, among other projects), but also in a television campaign – which will be airing this Friday – and in a major audiovisual work: Juliana – the Documentary, produced by Bro and directed by Pedro Patrocínio.
A work of intimacy, of diving into the roots, at a time when a pandemic imposes social distance. “It was a great challenge since producing the Juliana project required the establishment of some kind of intimacy. Respecting all the safety rules, we had a team talking, photographing and filming with a mask, with people not used to this type of production. the truth is that we are all used to these rules, which facilitated the approach. As well as the very generous essence of who we met. The obstacles were overcome as the final result proves “, says Duarte Vilaça.
The result was the collection of some of the “countless stories that reflect the incredible emotional connection of the Portuguese with food”. Like the story of one of the “Julianas” with the old soup bowl that she inherited from her mother.
It is this relationship between the Portuguese, with their land and the typical ingredients of their region, of how little is done in the kitchen that Bro’s documentary tells through the stories and experiences of eight women.
“Juliana is also in line with the value proposition of our offer”
“The launch of the Juliana brand and all the initiatives that this project covers are a way of drawing everyone’s attention and showing that eating well is possible and easy. For Pingo Doce, in addition to the responsibility of this message, Juliana it is also aligned with the value proposition of our offer. The integration of the principles of the Mediterranean diet is therefore not new to us “, says Maria João Coelho, marketing director at Pingo Doce.
“The objective is to preserve an ancient heritage that characterizes us as a people and whose erosion is now a reality. The transformation of social habits, which translate into the lack of time that families have to plan, prepare and share their meals, is a of the main reasons why this diet, considered one of the healthiest in the world, is being lost “, he continues.
And, as “a good meal almost always begins with a soup. For its nutritional power, for the possibility of creating always different combinations. Juliana will make her debut at Pingo Doce with the soup taking on the central role even because the soup and the shape how we consume it is what sets us apart from the other countries with which we share the Mediterranean diet “, says the marketing manager for the supermarket chain, without giving further details on what other product ranges the brand may evolve into.
“We will continue to promote soups related to the Mediterranean diet and invest in this business area in order to continue presenting news to our customers, encouraging them to have a balanced and sustainable diet”, he reinforces.
The theme has been part of the chain’s concerns since 2007. “It is a diet recognized by UNESCO as a world heritage and immaterial heritage of humanity, being considered one of the healthiest in the world. It is based on the consumption of fresh food, one of the strategic pillars of the Pingo Doce and for which we are recognized by our consumers “, he says. “Our commitment to promote health through food comes from our recognition of the role that food can play in preventing diseases such as diabetes, osteoporosis and cardiovascular diseases and, consequently, in promoting quality of life”, says Maria João Bunny.
In this context, the chain has been changing the nutritional profile of private label products to reduce the amount of sugar or salt. “Between 2011 and 2019, we avoided entering the market, through Pingo Doce’s own brand products of 1,389 tons of sugar, 22 tons of fat, 235 tons of saturated fat and 33 tons of salt”.
Juliana – Dieta Mediterrânica has creativity from Born, global project direction by João Félix da Costa, executive direction by André Rocha, strategic and creative global direction by Duarte Vilaça, verbal identity by Madalena Correia de Matos, creative design direction by Luís Castro, graphic design by Artur Sempere and creative advertising direction by Artur Carvalho and Marco Pulido.
The production is Bro, with direction by Pedro Patrocínio, executive production by João Belmar and music by Paulo Baião. The production of the product films is by Slow Studio and directed by Nuno Correia.