HiperDino Celebrates 40 Years with Special Anniversary Campaign
HiperDino has launched “Celebrating 40 Years with You,” a special anniversary campaign running from 25 September to 22 October, featuring over 400,000 direct prizes for its customers. Among the gifts are microfibre towels, notebooks, pins, parasols, mugs, and raffia bags adorned with Canarian motifs, along with discount coupons for HiperDino stores and bp vouchers. The promotion will include four weekly draws with winners across all the islands and a grand prize of 10 vouchers worth €4,000 each for shopping, as well as two tourist experiences to be raffled on social media.
“More Often and in Smaller Quantities”
“We are presenting the largest prize and discount campaign in our history to thank our customers for their trust over the past 40 years,” stated Carlos García, Marketing and Communications Director. He explained that the chain’s internal studies indicate that customers visit the store more frequently but buy less, a behaviour he attributes to inflation and the need for greater control over spending. García added that, although the private label is growing “across all of Spain,” HiperDino’s strategy combines competitive pricing and quality with a broad selection, “investing in Canarian brands and fresh products.” “We compete not only on our own label but also on variety and local products,” he emphasised.
Canarian Identity
Gran Canarian illustrator Daniel Naranjo (Dani Hace) has created a series of designs for various commemorative products. “I always try to highlight the work of those who cultivate, produce, and harvest the fruits of our land. I wanted people to see these items and recognise part of their history and that of the Canaries,” he said. Among the scenes depicted are cheesemakers, fishermen, and limpets gatherers, trades that “enable Canarian products to reach our tables.”
Soundtrack
The campaign is accompanied by the song “Hoy quiero darte las gracias,” composed by José Almeida and Lisandro Rodríguez. “It is a song of gratitude to the human team that opens the stores every day and to the public that trusts us. Our history makes us strong, and we wanted to reflect that feeling,” Almeida noted.
Economic Impact and Expansion
With Canarian capital, HiperDino has established itself as a leader in the islands, exceeding 10,000 direct jobs, with 85% of contracts being permanent. According to 2024 data, its operations contribute 2.72% to the Canarian GDP, and for every euro of income generated by the company, €4.10 is produced in Canarian income. Moreover, the chain operates over 290 stores under the HiperDino, SuperDino, and HiperDino Express brands, with four logistics centres and a dark store for online sales. It maintains a partnership with bp that saved €7.8 million in 2024 on purchases and fuel. The chain was also highlighted in the latest OCU price report as having the most affordable stores in the Archipelago.
Draws by Island
To ensure broad distribution of prizes, the weekly draws will designate winners in Gran Canaria, Tenerife, Lanzarote, and Fuerteventura, as well as one additional draw among La Palma, El Hierro, and La Gomera, reinforcing coverage across all the islands.
40 Years Focusing on the Customer
The campaign concludes a year of commemorative actions and underscores a policy of low and competitive pricing, featuring over 1,300 monthly offers, two promotional brochures each month, initiatives such as Flying Offers and Pelotazos, and exclusive discounts available through the app and online channel.
