Campaign created by StarMKT and BETC Havas includes a film broadcast in cinemas, out of home and digital media
Assaí Atacadista launched a special institutional campaign to celebrate its 50th anniversary, under the concept “For 50 years bringing low prices and prosperity to everyone”.
The campaign, created by StarMKT, the brand’s house, BETC Havas and produced by Paprika Filmes, aims to reaffirm the brand’s commitment to the economy and prosperity of all its audiences. The 30″ film features testimonials from a merchant, small entrepreneur, head of family and employee, in which they answer the question: “What does prosperity mean to you?”. The testimonials highlight how Assaí, with its affordable prices, helps achieve various goals, from the growth of a business to the realization of personal dreams.
The company began its 50th anniversary celebrations with the presentation of its new logo, also created by StarMKT, in February. Connected to the positioning “For everyone, from sunrise to sunset”, the new visual identity modernized and reinforced the company’s symbolism, highlighting a rising sun that illuminates the days and refers to the origin of the name Assaí, derived from the Japanese word “asahi”, which means “morning sun”.
“This campaign reflects our daily commitment, from sunrise to sunset, to supply homes and businesses with low prices, variety and quality. We believe that savings facilitate the realization of dreams, whether for a businessperson or for someone who is responsible for taking care of the home and family. Our purpose is to make prosperity a reality for everyone”, explains Marly Yamamoto, executive director of marketing and customer management at Assaí.
The campaign also has a strong digital presence, in addition to out-of-home media and the broadcast of the film in cinemas across several chains in Brazil.
