After seven new clients announced in 2023, the agency Mestia presents the arrival of two more new accounts in its portfolio in 2024. The agency now serves 360 degrees, delivering strategy, creation, media, production and social media, brands Hug e Aussieboth belonging to the American group Bloomin’ Brands, which also owns Outback Steakhouse in Brazil and is recognized as one of the largest in casual dining in the world, with more than 1,400 restaurants spread across numerous countries.
Among the main reasons for choosing Mestia is the exclusive pop-up methodology, which makes it possible to take a collaborative dive into the challenges presented by the two brands.
“Abbraccio and Aussie are vibrant and talk to the public in a relaxed and welcoming way. We believe that relying on a methodology that incorporates the basis of Design Thinking and the conception of collaborative teams to solve our challenges, will bring a freshlots of ideas and new approaches to our communications and connection processes with our consumers”, comments Paula Zequetti, Marketing Manager at Abbraccio and Aussie in Brazil.
The Abbraccio brand arrived in Brazil more than eight years ago and specializes in Italian recipes. Today, it has 16 units spread across the states of So Paulo and Rio de Janeiro, in addition to the Federal District. Aussie now has 100 virtual operations across Brazil and two physical ones, one in São Paulo and the other in Rio de Janeiro. Its flagship menu is chicken sandwiches, in a Sweet&Spicy concept, and also has options with beef and vegetable proteins.
“This achievement represents another step in the consolidation of Mestia as an agency that brings a distinct value proposition to its clients, based on collaboration as a way of producing deeper and more perennial solutions”, says Paulo Sanna, partner, CEO and CCO of Mestia.
Mestia has vast experience in the gastronomy segment, as its history began 15 years ago with sales and creation of advertisements carried out on restaurant menus. From then on, the expertise escalated, and today, the agency owns a restaurant brand that operates 50 meters high, Dinner in the Sky. Experience in relation to all fronts of a business in the same market facilitates and speeds up processes, as it makes the agency capable of starting from a common repertoire that has already been built.
“This is a segment that is, at the same time, quite technical and emotional, but, above all, very relevant to people. This makes the food sector one of the most pleasurable categories in our industry, at least for people who, like us, love to eat!, comments Paulo Sanna.
The agency has already launched its first action for Abbraccio, highlighting Lucky Gnocchi Day. Traditionally celebrated by Italian restaurants every 29th (which in 2024 also happens in February, as it is a leap year), you should place banknotes under a plate of gnocchi on the date in question to attract prosperity. The idea started with armored cars, like those used to transport bags to banks, running around the city of So Paulo (SP), personalized with the visual identity of the “Abbraccio da Fortuna” promotion to draw the attention of people on the streets and show that Something very valuable is being transported to the restaurant units. From this, the initiative distributed special notes to customers who ordered gnocchi dishes on 02/29 to be lucky with a surprise prize.
Mestia’s first action for Abbraccio placed armored cars on the streets of São Paulo. (Photo: Disclosure/Mestia)
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