Document details

A CSR communication strategy for Continente: improving brand image and reinforcing local community bonds

Author(s): Heleno, Ana Isabel Delgado

Date: 2013

Persistent ID:

Origin: Repositório Institucional da UNL

Subject(s): CSR; Continente; Missão Sorriso; Local relevance


The aim of this Work Project is to present a Corporate Social Responsibility communication strategy for Continente, leader of Portuguese food-retail market. The project was developed in a partnership with the communication agency Fuel and it is focused on Continente’s cause-related marketing project, “Missão Sorriso”. The strategy presented aims to improve Continente’s image and reinforce its positioning as a close and inspiring brand, taking into account brand values and its strategic vision. In this sense, the project presents recommendations at brand level, intending to clarify Missão Sorriso identity and positioning, and at the activation level, in order to reinforce the perceived authenticity and proximity of its CSR initiatives. The implementation plan comprises two activities that leverage Continente competitive advantages, reinforcing its local relevance through partnerships with schools and local institutions, and supporting the strategic integration of Missão Sorriso into corporate business.

A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics

Document Type Master thesis
Language English
Advisor(s) Agante, Luísa
Contributor(s) Heleno, Ana Isabel Delgado
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