One of the basic rules of good marketing says that a brand must live the values it promotes. It applies to communication as well. You can communicate only the values you believe are real, and are ready to stand behind them.
Mercator is a traditional sponsor of the Ljubljana Marathon, which was held yesterday (Sunday, October 28, 2018). Every Saturday is specially marked by the Lumpi race that connects children and their parents in the rehearsal before the marathon. This year, Mercator prepared for the Lumpi race in a particularly systematic manner, as it organized Lumpi running exercises in eight different kindergartens throughout Slovenia.
Teachers, parents and kids were introduced to the small secrets of the big race by running coach Urban Praprotnik. All exercises were presented in a special booklet, which is also available at Mercator’s website. More than 580 children and their parents exercised running, and 260 of them participated in the race on Saturday.
Mercator this year wants to have a more active aproach to active adults. That’s why it has encouraged more than 150 of its employees to register for the marathon – they paid their registration fee and provided VIP treatment. They arrived early and received their t-shirts for professional running. They were also treated with a massage before and after the marathon, then a snack and a lunch, and finally, a concert by Samuel Lucas. The weather was bad, and as the rain poured the concert was moved to a tent that was open to all, so everyone could join the party.
Almost a third of them came from other countries in the region. As part of the joint preparations, back in September, a documentary film was made on the bridge near the Ljubljana market, where they explained in a touching way why they ran: some run to find those moments when they’re alone with themselves, others run to encourage family members to run as well, and some run just because “it’s nice to start the day with a run”.
The photographs of the employees from this set had a special “premiere”: as big posters on the facade of Maximarket, the prestigious Mercator department store in the center of Ljubljana. Thus, the Square of the Republic, where marathon participants will gather and warm up, offers a great view of the bigger-than-life portraits of employees. A personal exhibition can also be seen in Mercator’s corporate building.
Mercator’s encouraging of employees and customers is a part of the wider ambition to foster an active life style among all generations, which is reflected in both high quality fresh products, as well as understanding and support for many athletes, from top Olympic athletes, ski jumpers, hockey players and football players to youngsters who are making their first steps in sport in their school teams or local associations.
