DIA announces a new phase in its trajectory in Brazil, bringing a strategic change in its positioning. The chain is now reinventing itself as Atacadinho neighborhood and has 242 renovated units throughout the state of São Paulo.
“Our mission has always been to make the customer’s life easier with an accessible, nearby proposal and now, with Atacadinho de Bairro, we will combine even more convenience with the best prices. Our objective is, within the proximity model, to be the most economical, says Fábio Farina, CEO of DIA. “We are ready to offer a complete experience, with guaranteed savings and the commitment to quality that has accompanied us since the beginning”, he adds.
The repositioning is based on three pillars: fresh products every day, Melhor a Cada DIA, a reference own brand line in the market, and Clube DIA, a loyalty program that offers exclusive benefits and promotions.
“For this new moment, we have prepared a disruptive campaign, which positions us in an unprecedented way within the retail sector in Brazil. We believe that this direction will reinforce our DNA of proximity to the customer”, explains Vinicius Massarotti, Head of marketing and customer experience at DIA.
The repositioning of DIA is accompanied by an advertising campaign developed by the Pullse agency, which will be broadcast on TV, external media (OOH), radio and digital, reinforcing the brand’s new identity. The campaign will feature actress and presenter Fabiana Karla, chosen to represent the closeness, joy and trust that DIA seeks to convey at this stage.
TECHNICAL SHEET
Agency: Pulse
Advertiser: Yes
Product: Retail
Title: “Day, your neighborhood wholesale” campaign.
Territory: National
COO: Luciana Zappala
CCO: Antonio Correa
Creative Directors: Daniel Bayer
Creatives: Renato Mininel, Leonardo Affonso, Daniel Blum, Antonio Oliveira
Account Director: Andressa Fernandes
Head of Strategy: Antonio Correa
Strategy Director: Antonio Netto
Strategy Manager: Higor Pereira
Content Manager: Giovanna Duarte
Social Strategists: Leticia Santos
Media Director: Juliano Fiore, Daiane Moura
Media Manager: Sheyla Passos, Janaina Lima
Media Coordinator: Audemilson Nascimento, Gabrielle Lunardi
Integrated production manager: Elizabeth Freitas
Producer: Sandro Figueiredo
