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.