Campaign highlights that Crostata cookies are inspired by grandmothers’ recipes
Isabela’s new campaign has generated outrage in recent days. After launching a communication stating that their Crostata Tortinhas are better than vanilla pie, highlighting the double filling, crunchy crust and inspiration from the old vanilla crustata pies, the matriarchs of Porto Alegre revolted and caused a protest in the brand’s communication pieces. It was at that moment that the Gacho public came across foreign media that carried phrases such as: How naughty!!!, Where have you seen yourself?!, It’s not possible!! and How absurd!!.
Of course, nothing can be compared to the pies made with such love by grandparents for their grandchildren. And it was from this provocation, which served as the motto for the creation of the campaign carried out by LewLara\TBWA, that the brand soon tried to calm things down and bring them to compose the communication of the action.
Fortunately, peace was restored between Isabela and her grandmothers. This is because, now, the slogan states that Crostata Tarts are Inspired by Vet Pies, this time, with the support of the matriarchs, who approve the product. The campaign will run until October.
This campaign format is unprecedented in Isabela’s career. This time, the intention was to really generate a buzz, bringing the public’s attention to our action and highlighting the product’s differential, a perfect combination of the crunchy shell with an irresistible double filling and flavors inspired by grandmothers’ classic desserts, highlights Luciana Ribeiro, manager category marketing department at M. Dias Branco.
Throughout the communication, Isabela enveloped the city of Porto Alegre with pieces that translated each of the phases. On the radio, the brand invested in 60 live testimonials, which communicated each moment: beginning, protest and reconciliation. Digital Banners on communication portals also helped add fuel to the fire.
On Digital, profiles such as @quizdosidosos, @o_bairrista, @marianatamiossoficial_ and @taliramos echoed the purpose of the action, giving even more voice to the demonstration, always signaling that the content was about advertising.
We have already seen campaigns that use some nostalgia to transport the public to moments of joy and good memories, what we have not seen until now is a protest made by grandmothers outraged at having their legacy threatened. In an unprecedented and humorous action, we reminded everyone of our grandmothers’ classic pies, directly relating them to the flavor and quality of the Crostata Isabela Tarts that have just arrived, comments Thiago Lacorte, creative director at LewLara\TBWA, Agency responsible for the creation, strategy and development of the campaign and communication for the Isabela brand.
With the positioning If you have Isabela, you have a story to tell, the brand, leader in biscuit sales in the Southern Region of Brazil, has a complete portfolio including pasta, biscuits and toast. Crostata Tartlets can be found in 80g flowpack packaging and are available in the flavors Chocolate with Hazelnut, Cheesecake with Red Fruit Jelly, White Chocolate with Lemon Jelly and White Chocolate with Apple Jelly with Cinnamon.
With this campaign, more than valuing the product, we seek to bring generations together, based on an emotional and nostalgic theme, which is reminiscent of the unforgettable and incomparable egg tarts, comments Juliana Liberatori, Isabela’s brand manager.
