The Brand: Well's, a drugstore chain linked to the biggest supermarket chain in Portugal, Continente.

The Campaign: Health Plan Well's.

Brand Challenge: To launch its health plan in Portugal. Every person in the country who buys their groceries in Continente, would have access to a free health plan.

Strategic Approach: The main challenge to the Strategic Planning was the fact that a food retailer was offering a free health plan to its consumers. It's something unordinary which could create doubts on peoples minds. Nevertheless, the approach needed to highlight the key benefit to the consumer: the fact that is free for active clientes (with minimum requirement of expenditure of 50 euros in the last 3 months). Continente discount card wasn't just a discount card anymore. It was an access card, for both discounts and health.

People don’t know it, but they have a health plan now.

Creative Concept: A health plan for you, for your family, for everyone.

Credits

CEO: Pedro Graça
Creative Lead: Paulo Pinto
Account Manager: Margarida Claro
Design Lead: Alexandre Mendes
Senior Strategic Planner: Diana Machado
Strategic Planner: Telmo Esteves