Bauducco: “Uma Historia de Amor” A Love Story (Sandy & Junior)

Bauducco: “Uma Historia de Amor” A Love Story (Sandy & Junior)

CLIENT

Brazil’s third most valuable food brand, according to a study by Kantar, Bauducco has been changing its communication and its relationship with the consumer.

In 2019, as the official sponsor of the “Nossa História (Our Story)” tour, in celebration of the 30th anniversary of the singer duo Sandy & Junior. At CP + B’s “A Love Story” promotion, every $ 10 worth of purchases, consumers who signed up for the coupon on the campaign’s website competed for cash prizes, as well as tickets to shows in six cities.

Winners of the promotion would also have access to the soundcheck performed prior to the start of the concert.

GOAL

To promote the entire product line, which includes the famous cookies, toast, among others. Bauducco promoted the largest promotion in the brand’s history, taking Brazilian people to the largest tour in the country’s history, the one of Sandy & Junior. In social, through custom ads that covered different targeting clusters of interest and sales funnel stages, we promoted campaign awareness and onsite conversions.

STRATEGY

In 2019 Bauducco made its first promotion involving its entire product line (cookies, wafer, cereale whole crackers, toast, etc). With an aggressive business objective of leveraging the brand across all the different categories in which it operates, the challenge was to think of promotional mechanics that really mobilized the public.

Moreover, as it is the first time the brand would speak of all its products together, communication should carry the Bauducco brand institutional values. That is, a promotion that would bring sales results and help build brand. To do this, the communication strategy was to be linked to the biggest pop culture phenomenon of 2019: the return of the duo Sandy & Jr. A duo that shares the same values as Bauducco and was going through a moment of high engagement with the public.

Sandy & Jr is part of a loving family that inspires the unity of people, as well as the Bauducco family. Thus, the entire campaign creation was born from the intersection of the 3 F’s:

Family Bauducco (brand that provides an experience)
Family sandy & Jr (Award and Promotion Theme)
Brazilian Family (who identifies with the pair and mobilizes to participate)

Bringing the “A Bauducco Love Story” promotion to life, drawing a parallel between the story people have had with the Bauducco brand and products for over 65 years in their families and the music of the duo S&J.

POINTS

BRAND AWARENESS

POINTS

MESSAGE

POINTS

ATTENTION

USERS

COMPLETED REGISTRATION

USERS

REGISTERED INVOICES

During the 3 months of the campaign we had many different creative and route adjustments tailored to each Facebook platform placement. This follow-up and intelligence of the Adglow and Facebook team was decisive to have the best promotion result in Bauducco history!