‘Essa Conversa Vai Pra Cozinha’ is signed by Execution
This Conversation Goes to the Kitchen is Dona Benta’s new campaign, which aims to reinforce the idea of the kitchen as a democratic space. In action, the brand’s intention is to promote good conversations between people with different views and life experiences, who use the kitchen not only to create and share recipes, but also to show their role in building emotional bonds.
The campaign #EssaConversaVaiPraCozinhasigned by the Execution agency and released in October, an evolution of the brand repositioning initiated by J.Macdo in 2019 with the campaign Owner of what you want to bewhich gave birth to female protagonism.
The action unfolds from a mini-documentary, which values the kitchen as an environment that brings people together, strengthens relationships and invites people to reflect on sharing the tasks of cooking and nourishing.
In addition to the documentary, the campaign will use multiple channels, formats and content that complement each other, in addition to special actions at points of sale through Cozinha Dona Benta, always with the brand’s affectionate and warm language.
#EssaConversaVaiPraCozinha It features 30-second films that will be broadcast on open and pay TV, as well as content on digital media and social networks.
The strategy also includes a special action on TV Globo’s Casa program, where the presenters address the subject within their own kitchen, inviting people to go to the kitchen to talk and share stories and recipes, as well as encouraging the division of tasks everyday.
