Branded entertainment is still a very incipient form of marketing communication in the Portuguese market. The few existing branded content campaigns rely mostly on basic TV product placement or on digital platforms (websites, social networks, etc.). Most initiatives lack innovation and consistency to stand as an effective alternative ‘medium’ to reach audiences beyond traditional media.

However, the crisis in Portugal had led brands to think of new ways of reaching and engaging their audiences. More and more Portuguese brands are starting to implement entertainment-based campaigns as a result not only making sure that their messages are reaching consumers in different and relevant ways, but also providing low-budget investment with the highest return, considering the costly old-style advertising.The constant failure of old marketing platforms and the need for media channels to attract new forms of revenue have caused entertainment providers (TV, studios, cable operators, etc.) to join the new approach of Brand Entertainment. Therefore, major Portuguese corporations have become more and more open to this kind of co-branding actions within their content.

In order to connect with the whole country, a media partnership was established with the public TV station RTP for the broadcasting of the whole event during normal programming. Before the event, video takes were broadcast during regular RTP programming in order to raise awareness for the event.Collateral partnership with major private radio group MCR provided another source of brand insertion during the normal programming of all 5 radio stations of the group.1 month before the event there was a campaign regarding advertising (TV and outdoors), digital content and PR.

The Mega Pic Nic in 2011 was a great success in terms of reaching a much wider audience, raising awareness for brand Continente and conveying key messages regarding their support for products made in Portugal. This provided a great differentiation within the Portuguese retail category, already saturated with price messages, and it was proof positive of the quality of the fresh produce sold in Continente stores and therefore bringing goodwill to the brand Continente by association and making people more aware of supporting national economy.

500,000 people visited Mega Pic Nic, surpassing previous editions. Another remarkable achievement was reaching more than 1m viewers through TV media support, representing 10% of the Portuguese population.

More than 8 hours footage was broadcast of the main event alongside pre-event video included in the normal TV programming, resulting in an advertising equivalent value of more than €6. In addition, 237 news items were mentioned in other media channels. Moreover, Mega Pic Nic had the endorsement of celebrities of the news channel and of respectable public and private institutions.Market research conducted onsite revealed that 93.4% of the visitors associated the event with Continente, and the promotion of national products ranked as the main reason of the existence of Mega Pic Nic.