methods of improvement and notifications to our activity. More information on our mechanisms for collecting stakeholders feedback can be found at page 69, in the "Complaint management" section of the "Governance and Sustainable Management" sub-chapter. Through marketing campaigns, we aim to promote our products and the PENNY brand, but also to communicate all our efforts regarding sustainability. We promote our products in strict accordance with legal requirements, as well as ethical and cultural standards. Following the principles of truthfulness, accuracy and transparency, we apply our own company-wide code of conduct, it is aligned with the regulations, guidelines and norms set by the National Audiovisual Council. Nor in 2024 were there any incidents of non-compliance regarding the marketing campaigns in which PENNY was the organizer. As for other types of violation of marketing communications, we have faced two specific situations in which we were sanctioned because in one PENNY store the information of extension of the campaign for an item was not displayed, and in another PENNY store it was found by the competent authorities that the active promotion for a non-food item was not displayed in a clear way. Another form of communication with our customers is the one carried out in stores, through which we inform them about: • product specifications or properties (in addition to mandatory legal conditions related to labelling), such as the inclusion of recycling icons for private labels, with educational messages relating to selective collection • special offers, competitions or other initiatives and PENNY news, by broadcasting on its own radio station in stores We have built a marketing strategy that allows the development of our commercial activity, but at the same time that is aligned with our values and that allows us to meet the needs of our customers. Thus, our marketing strategy is based on five main pillars, based on which we can organize our promotion and marketing activities in such a way as to bring added value to our customers: Locality we communicate in a transparent way our initiatives for the development of products and assortments produced in Romania and we aim to promote our local products and collaborate with local and national suppliers The 3RO range remains one of our most important initiatives, both from the point of view of business direction and from the point of view of sustainability. As the main initiative to support the locality principle in our product portfolio, 3RO brings added value not only to local communities by supporting producers, but also through the reduced negative impact on the environment derived from short supply chains. Thus, in 2024 we wanted to emphasize the message that local products support the development of communities, and the future of these communities, but also of Romania as a whole, can be influenced for the better by investing in them. The 3RO promotion campaigns in the reporting year focused on illustrating the importance that this investment can have in the future of the next generations. We developed an integrated approach for these campaigns, in which we collaborated with brand ambassadors and influencers, developed digital activations and created media partnerships. Smart shopping we invest to create the easiest experiences for our customers by developing a customer-centric approach As team sport is an important pillar for supporting healthy and sustainable local communities, we have continued to encourage Romanian football through a variety of actions. By extending the already existing partnership with the Romanian Football Federation, we are a supplier of fresh products to Romania's national football teams. Part of this campaign was Chef Andrei Voica, the official chef of the national football team, who accepted the position of PENNY brand ambassador in relation to a healthy diet. We have continued to expand the SuporteRO range through which we bring our customers products designed to support the energy of supporters across the country. Thus, our customers can choose from snacks, non-alcoholic drinks or different accessories that have been developed in partnership with the Romanian Football Federation. We also tracked synchronization with the most important football events of 2024 through activations and marketing actions. In this regard, supporters and football enthusiasts were able to meet us at the stadiums that hosted the most important matches of 2024 in Romania. We have carried out specific actions for these events, such as: points of sale and contests with prizes at the stadium, special promotions, TV campaigns, social media campaigns and much more. Through these actions, we have strengthened our position as a supporter of sport, wanting in this way to bring added value to the community by encouraging a healthy lifestyle. SUSTAINABILITY STEP-BY-STEP CORPORATE GOVERNANCE AND BUSINESS SUSTAINABLE ASSORTMENT ENERGY, CLIMATE AND RESOURCES EMPLOYEES AND SOCIETY INDEX GRI & SASB CORPORATE GOVERNANCE AND BUSINESS
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