At Praça Raul Soares, in Belo Horizonte (MG), Mabel transformed the bus stop into a comfortable environment for those facing the hectic routine of everyday life. In an action promoted by the Dojo agency, the brand launched the “Mabel: To feel at home anywhere” campaign with an installation that reproduced the coziness of the living room, with sofas, cushions and slippers available to the public.
The initiative had the participation of influencer Gustavo Tubarão, who interacted with passersby, inviting them to enjoy the moment in a relaxed way while tasting Mabel cookies. The experience, which sought to reinforce the proposal of bringing the comfort of home to any environment, was recorded and launched on the brand’s social networks, including YouTube, Meta and TikTok.
With the action, the brand highlights how the famous recipes for donuts, rolled products, crackers and buttery pastries can bring back good memories and the feeling of being at home, even when we are on the street or at work. “This action is the materialization of our Campaign to Feel at Home. We want to show that our products have that homemade flavor that has the power to cause that pleasant and comforting feeling in consumers, equivalent to the feeling of being at home, wearing slippers, relaxed at home”, says Daniel Grillo, Marketing Manager at Mabel.
At the beginning of this year, Mabel launched the ‘To Feel at Home’ campaign inviting consumers to reconnect with the comfort of home. Now, due to the success of the first stage, the brand calls once again and expands this feeling of “ Feel at Home anywhere.” The objective is to consolidate the message by bringing relationships with consumers even closer, mainly in the Central West region and the state of Minas Gerais. In addition to the action in the capital of Minas Gerais, the brand provided this moment of relaxation for its employees at the office with Casual Day Mabel, a day for them to enjoy an afternoon snack with lots of donuts and receive personalized pairs of cloud flip-flops, light and comfortable “To Feel at Home” even at work.
“When we think about Mabel, we think about how nice it is to live simple moments in the comfort of our home”, explains Renan Lacerda, Brand Leader at Dojo, about the line of creation of the experience proposed for the brand. “Completing a content project focused on bringing an experience to a square in Belo Horizonte showing that Mabel is capable of making you feel at home anywhere was a wonderful challenge. We are happy to be building an action for Mabel that is the beginning of many others to come”, says Renan.
With 70 years of tradition in the production of sweet and savory biscuits, Mabel was acquired in 2022 by Camil Alimentos. It is currently part of the portfolio of the multicategory company, recognized for its broad presence in the retail sector and on Brazilian tables.
