“Pão has built a history of bonding with its customers, based on the genuine purpose of delighting and making them happy”
The new campaign created by Africa Creative for the retail chain Pão de Açúcar, part of the GPA group, which will celebrate its 65th anniversary in 2024, begins with a 60-second film shown during the break in ‘Fantástico’, on Rede Globo, on September 1st.
“Você feliz é tudo de Pão” still has 90”, 30”, 10” and 6” spin-offs, broadcast on the brand’s digital media and social networks. The retailer’s employees participate in the scenes.
“Pão has built a history of bonding with its customers, based on the genuine purpose of delighting and making them happy, and has always been connected to their needs, inspiring happiness,” comments Maria Cristina de Amarante Merçon, director of marketing, loyalty and growth at Pão de Açúcar.
The media plan integrates streaming, pay TV, advertisements in newspapers and on news portals, spots and pieces on clocks and bus shelters in the cities of São Paulo, Rio de Janeiro, Brasília and Fortaleza.
“This campaign is special to us at Africa Creative, not only because it is Pão de Açúcar’s biggest campaign of the year, but also because it was the reason why GPA Group is Africa. It was with this campaign that we won the competition. We decided to combine “Você feliz” with Pão in a jingle that conveys the experience of this happy brand,” says Joanna Monteiro, co-CCO of Africa Creative, who announced the account win in January.
The new jingle maintains the tradition of music throughout the chain’s history. “With yet another song that has everything to get stuck in everyone’s head, Pão highlights the fresh fruit and the ever-green salad to reinforce the differentiated quality of these items,” says Maria Cristina.
