Real Élelmiszerlánc
Reál creative platform

One of the key challenges in revamping Reál’s communications was to evolve the brand’s “We’re here for you” positioning into something more contemporary, more direct and more closely linked to everyday shopping situations. The platform had to maintain the brand’s consistent structure whilst remaining quickly adaptable to current products, seasonal offers, supplier promotions and monthly messages.

In Reál’s case, the same communication system must work across television, outdoor displays, in-store materials, digital channels, social media, national newspapers, partner communications and the in-store environment. This required a platform that was creative, easily recognisable, quick to produce and commercially effective.

A particular challenge was that, due to Reál’s continuous promotional cycle, the platform had to remain capable of producing content in the long term. We needed to create a creative foundation from which new messages, new product focuses and new video content could be produced every month, even without a traditional filming setup.

Progressive has developed and launched a new, comprehensive creative platform called “Pop into Reál!”. At the heart of the platform lies a powerful, everyday consumer insight: the “popping into the shop” experience, which naturally ties in with Reál’s proximity, accessibility and everyday role.

The solution was not just a creative slogan or campaign idea, but a comprehensive retail communication system. This includes strategic planning, the creation of visual and verbal platforms, the development of monthly promotional concepts, TVCs, OOH materials, in-store displays, digital creatives, social content, prize draws and the unified management of partner communications.

Production tasks related to Reál are handled by Progressive’s in-house production team. This is particularly important for a retail brand where communication is constantly evolving, adapting to current promotions, prices, products and channel requirements. In-house production ensures faster response times, more consistent quality and more efficient workflows, from TVCs through to digital content and in-store and social media appearances.

The platform was designed from the outset so that a significant proportion of moving image material could be produced using AI-assisted production. This was also a key consideration in the conceptualisation of TVCs, digital videos and social content: we have built a visual and narrative system that does not require traditional filming every month, yet is capable of producing fresh, campaign-ready and channel-specific video content.

This production model makes more flexible use of time and budget. Instead of every promotional period requiring new filming sessions, the same resources can be used to create more varied and quickly adaptable content. In this way, Reál’s communications remain consistent, up-to-date and rich in content.

The “Pop into Reál!” platform has provided Reál with a highly recognisable, easily accessible and sustainable communication system. The system simultaneously supports brand building, sales objectives, promotional partnerships and the day-to-day communication needs of the nationwide store network.

The comprehensive roll-out ensured that Reál maintains a consistent presence across television, outdoor, in-store, digital and social media platforms. The platform also delivers added value for supplier partners, as promotional campaigns fit within a strong, recognisable brand framework.

Progressive Retail’s experience, integrated agency operations and in-house production capacity enable Reál’s communications to respond quickly to monthly promotions, seasonal trends and channel-specific requirements. The AI-powered approach to video content production, meanwhile, enables more efficient, flexible and content-rich campaign operations.