Zé Delivery, the largest drinks delivery app in Brazil, is expanding and has just launched its new marketing campaign, entitled “Nova ZÉra”. Created by the GUT agency, the action features ambassadors Léo Santana and Simone Mendes, and aims to reinforce the app’s role as a facilitator of moments of fun, solving everyday problems and delivering convenience to consumers across the world. country.
Em exclusive interview with AdNewsZé Delivery’s marketing director, Thaís Azevedo, highlighted the importance of customer experience for the brand’s success. “The big secret to success is experience,” said Thaís. For her, Zé Delivery’s value proposition materializes in the ability to deliver cold drinks, on time and without errors, something that consumers deeply value. “Those who use it confirm these perceptions, understand and actually live the value proposition”, he added.
Thaís Azevedo (Disclosure)
In addition to focusing on the experience, Thaís revealed that Zé Delivery is always in contact with its consumers to understand their pain points and preferences. “We talk a lot with consumers here. This consumer thing at the center, we take it very seriously. It’s a fundamental part of our culture,” he said. This focus on the customer is what guides the brand’s actions, especially when it comes to expanding into new cities and markets. “Before talking about growth, we always look at the consumer experience. I always ask and look at the numbers before taking any brand activation action”, he explained.
Operational challenges and expansion
With operations in 714 cities, Zé Delivery faced the challenge of maintaining a quality standard in a country as diverse as Brazil. Most deliveries are made by local distributors, which requires detailed alignment with these partners. “Today, most of our points of sale are already Ambev partners, so we already have a commercial relationship with them”, revealed Thaís. But before any operation begins, the company assesses the partners’ ability to maintain service quality: “We will check the capabilities [capacidades operacionais]. I need to guarantee this consumer experience, and for this, my point of sale needs to have the recommended portfolio, with the products most sought after by consumers.”
This partnership model, combined with dark stores – small distribution centers spread strategically – allows Zé Delivery to offer fast delivery, without sacrificing quality. “Although we do not require a fixed time for delivery, we control delivery time by area of activity, to ensure that orders are placed within a viable distance”, he highlighted.
Marketing strategy and portfolio expansion
One of the central points of the “Nova ZÉra” campaign is to reposition Zé Delivery beyond emergency purchases, focusing on various consumption occasions, such as barbecues, parties, happy hours and even quieter moments at home. “What we want with the new communication and this year’s strategy is to be present in other purchasing missions, still in the world of convenience,” said Thaís. For her, the big difference is in promoting “convenient planning”, where consumers know they can count on the app to deliver cold drinks and other essential items, without having to worry about major planning.
The campaign, which includes insertions on streaming platforms such as Spotify and Netflix, is adapted to users’ consumption contexts. “We are the first brand in Brazil to adapt campaign content to the type of media the consumer is watching. If you are watching a suspense series, our voiceover and images add to the suspense atmosphere too”, detailed Thaís. Furthermore, the campaign explores the brand’s characteristic humor to play on the “problems” that consumers face when purchasing drinks in physical stores, such as carrying heavy bags or facing queues and crowded parking lots.
Thaís also highlighted the importance of expanding Zé Delivery’s product portfolio, which today includes, in addition to beers, wines, spirits, snacks and even frozen barbecue meats. “Portfolio expansion is connected to the consumption occasion. We want to deliver a complete solution for Brazilians’ priority occasions, such as barbecues and football, where Zé Delivery already has a large penetration”, he explained.
Rewards and loyalty with Zé Compensa
Another pillar of Zé Delivery’s strategy is the Zé Compensa rewards program, which has undergone changes to become more attractive and easier to use. Now, every dollar spent on the app generates points that can be exchanged for benefits such as free shipping, discounts and even tickets to shows and exclusive experiences with brand ambassadors. “This change at Zé Compensa reflects our commitment to fun and delivering unique experiences to our consumers,” said Thaís.
The brand is also investing in strategic partnerships with streaming services. One example is the possibility of exchanging points for a free month of Spotify, ensuring a more fluid and uninterrupted experience for users.
