The document discusses a company's CSR programs aimed at kids, including launching their own brand of alphabet-shaped breakfast cereals where all profits go to kids, and a new campaign sharing energy and friendship without feeling like helping but rather sharing what is yours. The campaign will have a children-oriented, fun tone and include a logo, connection platform, gifts, point-of-sale advertising, television, outdoor, print, and activation with a September launch and product placement.

1. A R E A S !

2. The Company.
First hypermarket
in Portugal
170 STORES
OWN BRANDS
Leopoldina is the kids’ mascot
AND THE FACE OF CSR PROGRAMS.

3. A new product.
OWN BRAND
BREAKFAST
CEREALS
ALPHABET SHAPED
All profits to

4. A new target.
KIDS.
A new way of doing social work.
SHARE
YOUR
ENERGY.

5. Key message

6. Insight
When it comes to friendship,
you never feel like you are helping.
You are only SHARING what is yours.

7. Tone of Voice
CHILDREN ORIENTED
FUN EASY
A moralist speech is not allowed,
there is no room for heroes.

8. Deliverables
key-visual Budget
Name 500 000€
LOGO
Connection Platform
Gift
POS
Television On-air
OOH
Print
Activation
September
product placement