Campaign with Chef Claude Troisgros teaches Catapult recipes for the public to prepare on the date
In honor of São Paulo residents’ love for pasta, in a new campaign, Adria suggests that October 25th, Macarro Day, be celebrated as a holiday. To raise awareness about the issue, Chef Claude Troisgros is part of the action teaching Catapult recipes for the public to prepare on the day. The creation is signed by LewLara\TBWA.
Adria also invites a team of influencers to emphasize the provocation. On social media, the invited personalities will entertain the public and take the idea as a joke, pointing out the reasons why Adria believes that the 25th should be a holiday. Names like Fausto Carvalho, known as Jorginho Faria Limer, as well as Vini Tome, Isa Rabello, Will Peters and Suellen Perdigo, will play with the São Paulo way of eating pasta to celebrate the date.
We have been celebrating Macarro Day for 28 years. This year, we wanted to give visibility to this date, which is not just any date, especially in So Paulo, and we did it out of good humor. Adria plays an important role when it comes to pasta, so we thought about proposing that the occasion becomes a holiday in which people can welcome their family and prepare special recipes, comments Luciana Ribeiro, category marketing manager at M. Dias White.
The campaign begins with outdoor, OOH and digital media in São Paulo, with pieces spread strategically. POS material, action with influencers and content on social media are also part of the action, which ends on October 27th.
We discovered that the state of São Paulo is the largest consumer of pasta in Brazil and we used this data to transform the celebration of Macarro Day into a movement led by Adria: transforming the date into a holiday for people from São Paulo. A good example of how data does not need to be complex and can always have a creative and relevant interpretation for brands, says Thiago Lacorte, creative director at LewLara\TBWA.
