Bloomin Brands Brasil Group brand undergoes rebranding and invests in first institutional campaign
Three years ago, at the height of the pandemic, the Bloomin Brands Brasil group, owner of the Outback, Abbraccio and Flemings chains, saw its restaurants idle and with little or no demand in its in-person operations. With this, an opportunity arose to use the expertise of employees trained to think and develop a new business.
Looking at our global portfolio, we identified an opportunity in Aussie Grill, which already existed in the United States and we decided to test it through iFood delivery, said Renata Lamarco, marketing director at Bloomin Brands Brasil.
This is how, in four months, Aussie achieved 70 virtual operations. Looking at this opportunity, we called all the people who bought Aussie in the first month and based on this feedback, we made some adjustments to our menu, explained Renata.
This year, the Bloomin Brands Brasil group network completed three years, with 100 virtual operations and two physical ones in São Paulo and Rio de Janeiro. Renata also said that, with the virtual growth and physical stores, Aussie learned a lot and started thinking about new options for the menu – with the aim of it being inclusive and pleasing customers even when they didn’t just want to eat chicken.
Thus, the new Aussie Grill brand positioning was born, which is now called just Aussie: chicken and more.
Aussie’s first institutional campaign
Paula Zequetti, marketing manager at Bloomin Brands Brasil, stated that the first institutional campaign was designed to celebrate the brand’s moment of evolution and its achievements: the brand’s 3 years and 100 stores in virtual operation.
For the first campaign, Aussie invited Blogueirinha to star in actions focused on digital. Demos match with Blogueirinha, a digital character and a striking figure. With it, we were able to celebrate the personality of the Aussie brand and the characteristics of the product – which combines sweet with spicy, as well as Blogueirinha’s acidic humor.
The campaign has several stages on social media, especially on TikTok, with the focus on engaging followers and communicating the brand’s next steps in Brazil.
Next steps
Renata said that, just as it was at the beginning of the brand, the plan is to continue growing and structuring itself in the digital environment. Despite this focus, she emphasized that the brand has a lot to learn from in-person operations and that the challenge is much more to find the shape of the physical store, make changes and listen to what is most relevant to the customer so we can scale in the market.
Aussie also intends to continue investing in social causes. We always seek to somehow positively impact the community around the locations where we have our operations, added Paula.
We will continue listening to the customer in the coming years, learning from physical stores and growing online. We hope that Aussie will be another brand that grows within the group, concluded Renata.
