O OxxoNs Group’s retail marketplace, has joined Bauducco in a new marketing campaign to celebrate the arrival of Christmas. The brands transformed two Oxxo units in Brazil into giant panettone, with a decoration entirely inspired by Chocottone, the protagonist of the action.
Over a period of approximately seven weeks, the Guarulhos (SP) unit, located at Avenida Papa Joao XXIII, 170, and the Campinas (SP) unit, at Avenida Jlio de Mesquita, 813, will be decorated with the brand and product identity. from Bauducco.
According to Roberto Barbera, Marketing and Commercial Director at Oxxo, this is the first time that a food retailer has carried out this type of action in Brazil. In Mexico, the brand’s home country, the common practice is known as “flagship store” (“emblematic store”), in the Portuguese translation. There, more than 100 emblematic stores have already been promoted in co-branding with industries.
The proximity market, such as Oxxo, is a retail segment that offers convenience to customers and is located within a short distance. In Brazil, this concept has gained prominence in recent years, driven by the pandemic and the greater search for personalized shopping experiences.
Bauducco, a company created by the Italian Carlo Bauducco, celebrated its 70th anniversary in 2022, and produces around 80 million panettones per year. Despite so many years, the typical Christmas sweet bread continues to be the flagship.
Bauducco opens the Christmas season in Brazil with the arrival of yellow boxes at points of sale. In this partnership with Oxxo we go beyond this role. We create an experience of connection with the brand by bauducco the store, providing value to the partner and strengthening the journey and relationship with the consumer, adds Andr Britto, CMO at Bauducco.
Oxxo’s themed stores will feature Bauducco’s Christmas product portfolio, with traditional items, as well as a line of stuffed items, minis and gift items. The company’s other 380 markets will also feature products such as Panettones and Chocottones.
*With information from Exame/Cover photo: Leonardo Vinicius Sousa Franco.
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