In the year it celebrates 40 years in the national market, Continente is making its debut on TikTok, one of the platforms with the greatest impact on the current digital ecosystem.

According to the brand, the profile will feature recipes, tutorials, beauty tips, and other surprises. Additionally, it will allow them to present their offerings in a more personal and innovative way to consumers.

According to Filipa Appleton, head of brand & marketing at Continente: “ Joining this platform represents a natural step in the evolution of the brand's digital communication. Continente belongs to everyone, and being on TikTok is another way to reinforce that idea, bringing us closer to new generations in a distinctive and relevant way .”

To mark this launch, Continente is releasing a creative campaign featuring a cast of content creators who are already part of the Portuguese digital landscape: Sr. Mirtilo, Kiko is Hot, Miguel Queirós, Catarina Frazão and Kiki Rivotti.

In the launch video , which recreates a recruitment process led by TikToker Sr. Mirtilo, each creator is challenged to prove they have the ideal profile to represent Continente on TikTok. The result, explains Continente, is light, fun, and engaging content that reflects the brand's tone on this new platform.

The creative work for the campaign was handled by Fullsix Portugal and it was produced by the Les Diables studio.