Campaign is signed by Bold and recalls fun on social media with the presenter
Fleischmann launched the #VaiDarPão campaign, signed by Bold, with the participation of Luciana Gimenez. Following the concept of the latest communications, the brand reinforces the idea that making bread at home is an experience accessible to everyone and, with Fleischmann products, anyone can get their hands dirty.
The play revolves around the motto #VaiDarPão and features Luciana Gimenez, as spokesperson. The presenter ended up becoming known for being a tired person, due to a joke on social media, and takes on the role of demystifying the idea that making homemade bread is complex.
With 15″ and 30″ films and digital content, the presenter and model shows that anyone can produce delicious bread. “The choice of Luciana Gimenez as campaign ambassador was perfect, considering her distance from cooking, and also because she is the precursor of the #exhausted meme on social media. This reinforces the message that, even with a hectic routine, anyone can become venture into the art of homemade bread”, explains Duda Bom Queiroz, creative director at Bold.
This is the first time that the brand has collaborated with a celebrity with no connection to the culinary world. “The #VaiDarPão campaign promises to inspire and encourage people across the country to get their hands dirty and discover the pleasure of making bread at home, transforming simple moments into delicious and memorable experiences”, says Marianne Bellucci, communications manager at Fleischmann.
