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 relaunch its health plan in Portugal after a successful release in 2017 (check it in the portfolio) -  every person in the country who buy groceries in Continente and have their discount card, would have access to a free health plan.

Strategic Approach: In 2017 we explained the link between a food retailer and a health plan. In 2018, the biggest different was the fact there wasn't a minimum requirement of expenditure anymore. The health plan was now 100% FREE for those who had Continente discount card (which is free to get). A shift needed to be done. A health plan is not the same thing as food or house utilities. Hence, the way to communicate a free service had to be different.

The Strategy Planning gave an aspirational insight with potential to generate consideration for a health plan designed to relax people in terms of their Health and WellBeing. Because something free isn't just something that doesn't cost money. Free means broad access but mostly free of mind.

Having a free heath plan sets you free to do the things that really matter.

Creative Concept: The best things in life are free.