New Biedronka dots, or the rebranding of the discount chain

On January 16, 2012, a campaign was launched to communicate the change in the image of Biedronka discount stores. It opened with a 100-second spot ending with a catchy song that gave a new rhythm to other activities of the brand. Currently, both on television and on the radio, you can often find spots presenting the changes that have taken place in Biedronka.

At first glance, this is not a great revolution – the characteristic colors of the brand have remained unchanged, and the logotype still features a smiling insect. The logo has only been refreshed – a 3D effect has been introduced, thanks to which the aforementioned ladybug is no longer just a flat image, but a character appearing in advertisements together with people (you can touch it, hug it, stroke it). The typography has been simplified, and a simple, non-slanted font has been used. The proportions of the logo have also changed – the graphic element has been enlarged and moved to the left side, which makes it the first thing that catches the eye and dominates the sign. The claim: “Everyday low prices” has been permanently introduced to the logo.

However, the change in the logo is not what the brand wants to promote in the campaign. The changes in Biedronka go much deeper.

A new value has been introduced to the brand’s message – high quality of products and service. The brand aims to change its image from an inconvenient discount store with a careless display of a limited assortment, to a customer- and employee-friendly supermarket offering selected, fresh products from the best suppliers. Biedronka no longer wants to compete with other discount stores by waging a devastating price war – it wants to reach better-off, more demanding customers who currently shop in supermarkets. It encourages them with a new slogan: “Let yourself be surprised by the quality of Biedronka”.

This is not an empty promise – a new, clearer layout of stores has been designed, the wall decoration is more attractive (colorful boards presenting current promotions appear). The way of displaying products is changing (moving away from pallet sales in favor of more convenient shelves), the assortment is being expanded (especially the offer of fruit, vegetables and bread – own ovens for baking bread are being introduced). A large part of Biedronka’s suppliers are well-known and recognized producers, whose products can also be found in more expensive stores.

The change communicated in the new campaign is in fact a change in the brand’s positioning, which is connected with the modification (expansion) of its target group.

At the same time, Biedronka does not want to give up its achievements – the most important promise of the brand expressed in the previous slogan “Everyday low prices” has become an integral part of the logotype, and the low price is still emphasized in the verbal layer of most messages. The advertisements feature characteristic product descriptions along with their tempting prices (“fresh lemons, juicy, ripe with thin, delicate skin for only PLN 2.99/kg”) – this is a popular approach, similarly advertised by Lidl, Real, and Carrefour.

However, there is something that clearly distinguishes Biedronka from its competitors in the new communication – the brand emphasizes its Polishness and support for local suppliers. The campaign’s opening spot included information that 90% of the chain’s products come from Poland. This is an interesting aspect of positioning – more and more conscious consumers want to support local businesses through their shopping choices. Moreover, in the context of food, <foreign> no longer means <better>, but something produced close to the point of sale obviously seems <fresher>.

As a result, for a rational customer, Biedronka seems to be the ideal store – a place where you can always get fresh products of the highest quality at significantly lower prices, supplied by Polish or even local suppliers. The new Biedronka communicates 3 extremely important values ​​for the customer: high quality, low price and Polishness. The new image of Biedronka has something uplifting about it, it is very emotional, warm and family-oriented – it is very possible that many people will be convinced to shop at this chain and “let themselves be surprised”.

The rebranding of the brand is related to the strategy of intensive development adopted by the company. In 2011, Jeronimo Martins Dystrybucja (owner of the Biedronka chain) invested PLN 1.3 billion in the development of stores and distribution centers. In the ranking of brand values ​​published by “Rzeczpospolita”, the value of Biedronka increased by 27% compared to 2010, exceeding the value of PLN 1.7 billion – this is 5th position in Poland. Currently, the chain has 1,873 stores (in recent years, an average of 200 points were opened per year). According to the plans, in 2015 their number should increase to 3,000 – in order to achieve this goal, the company must increase the dynamics of opening new outlets. In 2012, JMD plans to allocate approx. PLN 2 billion for the development of the chain. Each subsequent retail unit will be created in a new visualization, and some of the existing ones will also change – by the end of 2012, several hundred stores are to receive a new layout.

Reactions to Biedronka’s new communication are varied (of course, we cannot yet speak of its effects – these are the first opinions of Internet users, including those who do not belong to the target group). According to opponents, the new campaign is boring and too sweet, and the Biedronka character has… an unnecessary nose. However, more important than the accusations is how many people have expressed their opinions on Biedronka’s new image. The most common reaction to Lidl’s campaign under the slogan: “The best of Poland, the best of Europe” was the question about the title of the theme song – in the case of Biedronka, long discussions are held, many arguments “for” and “against” the changes appear. It can be said that the rebranding of this brand has already become an event.