Wholesale chain bets on a campaign anchored in promotions and a ship that bears the brand’s name
It has been 50 years since the first store, in the eastern part of São Paulo, was opened. In half a century, Assaí Atacadista has opened 290 stores and expanded to 24 Brazilian states, in addition to the Federal District.
To celebrate the date, the retail brand is betting on a robust campaign, with attention to regional differences and anchored in the promotion that will raffle, among other things, trips on the Assaí ship.
Created and planned by StarMKT and produced and media by BETC Havas, the campaign was adapted to the different regions in which the company operates, paying homage to each local culture.
To this end, the communication features artists Bell Marques, Gaby Amarantos, Michel Teló, Simone Mendes and Xande de Pilares representing the Northeast, North, South, Central-West and Southeast regions, respectively.
“Assaí has a strong regionalization strategy, working very closely with the regions where it is present, whether through its assortment, partnerships with local suppliers, or sponsorships of cultural and sporting events,” said Marly Yamamoto, executive director of marketing and customer management at Assaí Atacadista.
Massive strategy
We will have a massive 360° communication plan, including on and offline media throughout the four months of the campaign. To start, I would like to highlight the communication in our stores, after all, this is where the campaign takes place. We have prepared a whole set of pieces so that the units are “dressed” for the period with communication in various locations, in addition to t-shirts for the entire team. We will also have street furniture, billboards, innovative formats such as LEDs in subway stations, including audio about the campaign in some stations in São Paulo, wrapped buses, programmatic media, in addition to all the advertising on open and closed TV and radio stations throughout Brazil. For digital, it is worth highlighting the team of influencers we hired, such as Gil do Vigor, leading communications, together with Márcia Sensitiva, Larissa Gloor and Vivi Cake, in addition to regional micro-influencers, reinforcing Assaí’s strategy of being increasingly closer to its customers.
Regionalization
With this regionalization in mind, I cannot fail to highlight the five artists who symbolize Brazil in this campaign. This year, we have Bell Marques, Gaby Amarantos, Michel Teló, Simone Mendes and Xande de Pilares representing the Northeast, North, South, Central-West and Southeast regions, respectively, acting together in our main video, but we will also have developments in the pieces using the image of each of them, either together or separately. It is worth mentioning that we hope to reach 8 billion impacts throughout the campaign. As we warm up to the 50th anniversary, we placed a scenic clock in the shape of a cake at Av. Paulista, 1814, an iconic location in the city of São Paulo, in partnership with the FourMidiaEmFoco Group. The cake has the colors of the Assaí brand and, on top, has a candle in the shape of the 50th anniversary seal that has been used in all of the Company’s communications since the beginning of the year. During the night, the “candle” lights up, giving even more prominence to the emblematic 50th anniversary seal. The action represents how much Assaí wants to celebrate its anniversary with all customers with very low prices and prizes never seen before in the segment.
Assai Ship
50 years is a milestone, especially in the history of Assaí. Over these five decades, we have grown exponentially, becoming the food chain with the largest presence in Brazilian homes: Assaí is present in 1 to 4 homes in Brazil, according to the NielsenIQ HomeScan survey. In addition, in the last three years, we have opened 115 stores in all regions of Brazil and are implementing services that were previously unheard of in wholesale stores, all of this to bring more convenience, variety and low prices to all Brazilians. We have transformed ourselves over the decades and have a very beautiful history in the Brazilian market, with a passion for what we do. It is also worth mentioning that Assaí’s anniversary is our biggest promotional action of the year and, precisely for this reason, a very special moment for us, even more so this year, as we celebrate five decades of existence. It is a strategy in which we work to strengthen the loyalty of our customers and also to show our differences, in addition, of course, to being a way to attract greater flow to our units.
Integrated communication
Assaí has a strong regionalization strategy, working closely with the regions where it operates, whether through its assortment, partnerships with local suppliers, sponsorships of cultural and sporting events, and also through its marketing actions, not only to offer the best shopping experience for all customers but also to strengthen its brand with its stakeholders. Therefore, since our 50th anniversary is such an important date for us, we decided to invest in an action that would bring this proximity to our audience in each region of Brazil, paying homage to local culture. We chose artists who represent our country and are loved by Brazilians. Some of them have already represented Assaí in the past, such as the beloved Bell Marques, who has been Assaí’s poster boy in the Northeast since 2022. This year, we also added Michel Teló to our cast of artists, who is now joining our biggest anniversary campaign. And we have no doubt that the selection of these five artists will further strengthen the Assaí brand in all regions of Brazil.
