Negotiated by the agency BETC Havas, the sponsorship includes Pão as the official market for the program and brand actions during the three seasons of 2023
Yes, the biggest gastronomy reality show on Brazilian television is back, and now with a strong partnership! Pão de Açúcar is the official market of MasterChef Brasil, which premiered its 10th season with amateur cooks last Tuesday (2nd), at 10:30 pm, on Band.
The network subscribes to the program’s market, where participants will make purchases to take the tests. Under the concept “Happiness can be living your MasterChef moment”, Pão de Açúcar will explore the pillars of the brand during activations on the reality show. In addition to gastronomy, with emphasis on fresh food and exclusive brands, the brand will explore digital in e-commerce and in the app, its loyalty program with Stix and also the Pão de Açúcar credit card.
For Christiane Cruz Citrângulo, Marketing Director at GPA, the controlling group of Pão de Açúcar, the values of the brand and the program are aligned.
“Bread being on MasterChef makes a lot of sense because the program brings gastronomy in essence and the brand also has this in its DNA, which is a very important point of differentiation for our customers. We created a concept that represents this union. On the brand side, this partnership is a very relevant lever that is in line with what we want to convey to the public about our services and products and, above all, the quality of Pão de Açúcar, a market worthy of a chef” , commented.
Throughout the season, Pão de Açúcar will carry out various actions and bring other differentials at different times, such as exclusive brands (Taeq, Club des Sommeliers and Qualitá).
“We are very excited to provide the public with dynamic tastings, which inspire them to live their MasterChef side and which, at the same time, show Pão’s services and differentials. They will be actions, experiences and innovations in loyalty. We will use MasterChef as a showcase for the biggest initiatives we will bring to our customers throughout the year. And all of this, customers will be able to find in our stores, on the Pão app or website”, added Christiane.
The negotiation for the new sponsorship took place through its partner agency, BETC Havas. The strategy is to reinforce the brand’s gastronomy platform, in addition to business fronts and differentials. Thyago Azevedo, the agency’s Media director, bets that MasterChef deserved a market equal to Pão.
“It’s an incredible opportunity to talk about these differentials with all the emotion and humor that a reality show like MasterChef allows. Based on BETC Havas’ Meaningful Media concept, the media follows a strategy based on building experiences that impact people’s lives. Sponsorship of this content platform encompasses several channels, such as television, internet and social networks, and will have the presence of the Pão de Açúcar brand as the main enabler in the dynamics of the program, helping participants and viewers to realize their inspirations. The frequency of placements and the most differentiated formats will be extremely important for the growth and maintenance of business metrics”, he adds.
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