Creation of “Pata Negra” collection of plates made by famous Portuguese designers. In a hotel, on the island of Madeira, a briefing session was given to a group of designers for their work on the creation of plate designs. The theme to be used was “Pata Negra” (a particular kind of pig which yields top quality products). The collection was comprised of different plates made by the designers. The consumers, when they bought Nobre products, could build up their own collections by exchanging bar codes from the various Nobre products.

The strategy ensured that the brand would remain in consumers’ homes through the plate collection.The strategy put Nobre’s “Pata Negra” range on consumers’ tables, even when the product was absent. Strong growth in Nobre “Pata Negra” range sales in comparison to the previous year of about 31%. Up-grading of Nobre Brand Awareness and increase in the sophistication of the Delicatessen area.