Guabi Natural celebrates 20 years with a new campaign

The campaign features a web series “20 years of stories” featuring tales of adoption and overcoming.

First Super Premium Natural pet food in Brazil, Guabi Naturalone of the main brands of BRF Pethas just launched its new campaign, created by the Bold agency, to celebrate its 20 years of history. The actions include everything from point-of-sale (POS) communication to the redesign of the website and an extensive digital campaign, including a manifesto film and a web series with real stories that can be seen below:

With the aim of giving voice to the different narratives of its history and uniting past, present and future, Guabi Natural opens the campaign with the launch of the manifesto film: “I was there”, which was composed mostly of real scenes, coming from the personal collection of guardians who feed their pets with Guabi Natural, which is one of the most recommended by veterinarians, according to the CVA Veterinários 2023 study.

“We are showing the passing of time in the lives of families, with Guabi Natural inserted into this entire context. But not only the film but also the entire theme of the campaign was chosen to value each story, each pet, each package purchased from the brand over these 20 years. This reaffirms why Guabi Natural continues to be one of the references within the segment it founded, Super Premium Natural, with high-quality products with nutritional value, which contribute to the health and longevity of pets. Everything we have developed and formulated to date with the highest quality standards and experts in the field is to serve dogs and cats”, explains BRF Pet’s Head of Marketing, Denis Nakashima, noting that the campaign meets the new profile of consumers, who are increasingly deepening connections with companies that have values aligned with their personal values.

Real stories are the stars of the campaign

The film “I Was There” was released on the brand’s Instagram and Facebook profiles (@guabinaturalbr) and conveys this story of partnership and safety between pet owners and Guabi Natural over the past 20 years. Through a voiceover that accompanies the entire film, showing the food present in many stories and at every moment, the brand shows how it created a food that is part of the lives of pet owners who believe that nature has the best ingredients for their pets.

Bold was responsible for the entire process, from media planning and strategy to concept creation and production.

“The strategy to balance the rational and emotional tones of the campaign was to invite consumers themselves to participate. In addition to visiting some of their homes, the idea of working with content generated by customers made it possible to show the passage of time and the true relationship between owners, pets and the brand. We received hundreds of videos and many moving stories, and it was a very human, careful and rewarding process. This was the truth we wanted to bring to the campaign, and we succeeded,” highlights Débora Serralheiro, Associate Creative Director at Bold.

In addition to the film, the campaign will also feature the web series “20 years of stories,” telling stories of pets and guardians, from adoption and overcoming challenges to success stories with the brand’s products. The production, which was released in June, features chapters with some essential partners over the past two decades, such as Professor Dr. Aulus Cavalieri, a world reference in dog and cat nutrition and one of those responsible for developing the product for 20 years; Juliana Valverde, president of the NGO GAVAA, which has been a partner of the brand for four years, feeding more than 300 sheltered pets; and other chapters with store owners and veterinarians, as well as tributes to its employees.

The campaign will run online until the end of the year. At the POS, the brand created a special campaign to celebrate the date, in addition to distributing exclusive gifts and running a campaign with salespeople and promoters.

The story of Guabi Natural

Before becoming Guabi Natural, the brand’s history began as “Receitas da Natureza” in 1998, under the guidance of renowned Professor Dr. Aulus Cavalieri. Thus, the first national pet food brand with a Super Premium Natural proposal was born.

Over the years, the brand underwent evolutions until it changed its name in 2004, to further reinforce its Brazilianness: combining “Guabi”, which means “food” in Tupi Guarani, with “Natural”, the essence of the brand.

Over the past two decades, Guabi Natural has also been increasing its concern for environmental sustainability. One of its initiatives is to recycle 100% of its packaging volume, meaning that for every Guabi Natural package sold, the brand removes the same amount of packaging from the environment, through a partnership with Eureciclo (a company that operates in the recycling and waste management segment). The brand already accounts for around 130 tons of plywood packaging.

Another strong commitment is to animal welfare and social responsibility. To this end, the brand has an exclusive partnership with GAVAA, an NGO that works to rescue animals from the streets and send them for adoption, feeding pets that have not yet found a permanent home. The partnership has already made it possible to donate more than 90 tons of food to rescued dogs and cats.

Complete and healthy portfolio

Today, the brand has a complete portfolio of dry and wet food options, made with natural ingredients, without the addition of artificial colors or flavors, in addition to being naturally preserved. The innovative and exclusive formulation was developed by nutrition experts to meet the specificities of each size, life stage and other needs of dogs and cats, such as, for example, the Obesos line, a natural option for adult dogs undergoing obesity treatment. In addition, Guabi Natural has Whole Grain or Grain Free versions. In the case of the Grain Free line, which was developed with an alternative carbohydrate source, it is an excellent option for pets that, due to their owner’s choice or a clinical condition, require a grain-free food.

All Guabi Natural products can be found in pet stores such as: Cobasi, Pet, Petlove and pet shops throughout Brazil.

Datasheet
Agency: Bold
CCO: Daniele Marques
Creative Director: Duda Bom Queiroz
Associate Creative Director: Débora Serralheiro
Creation: Roberta Lenz and Danilo Dias
Director of Operations, Business and Projects: Milena Dominguez
Project coordination: Amanda Carvalho
Account Executive: Camila Levy
Media: Rafael Brugnara and Amanda Sayuri
Director of Planning, Data and Reputation: Julia Vianna
Planning: Ludimila Mamedes
Producer: Guayaca Filmes
Directed by: Camila Cavanha and Yutha Matsuda
Cinematography: Camila Cavanha and Yutha Matsuda
Audiovisual Production: Marina Brun and Léo Mascaro
Camera Operation: Camila Cavanha, Julio Piccin, Yutha Matsuda
Makeup: Ariane Andrade
Post-Graduate Coordination: Camila Cavanha and Yutha Matsuda
Post-Graduate Coordination Assistance: Marina Brun
Finishing: Jean Araujo and Yutha Matsuda
Hero Montage: Nicolas Puglisi
Pills Assembly: Carlo Giovani, Giovanna Santi and Nicolas Puglisi
Color: Mariana Franzolim
Motion: Eduardo Martins
Audio Producer: Captain Seal
Music Producer / Composer: Felipe Parra
Project Manager: Zá Coelho
Rental company: 22 locations
Approval/client: Marcel Sacco, Denis Nakashima, Giovana Oristanio and Afonso Mascarelo