On the banks of the São Francisco River, the cities of Juazeiro (BA) e Petrolina (PE) are the protagonists of the first campaign of the Assaí Wholesaler with his new poster boy, the Bahian musician and composer Bell Marques. The action celebrates the expansion of Assaí and the company’s presence in the São Francisco Valley region, where it landed in 2013, when it opened the first store in Juazeiro (BA), and opened the doors of its 215th store, in Petrolina, (PE). ) in March this year. From this first activation, Bell Marques will also represent Assaí in communications directed to the North and Northeast regions throughout the year.
Created by the StarMKT agency, the company’s communication house, the campaign debuted this week with a film in 30” and 60” versions for local television, social networks, OOH, busdoor and radio spots, in addition to actions with influencers( the) locations. In the campaign film, Bell Marques interprets the lyrics adapted from the regional classic “Petrolina Juazeiro”, by forró singer and composer Jorge de Altinho. The music has already passed through the voices of Luiz Gonzaga, Alceu Valença, Geraldo Azevedo, Elba Ramalho, among other great names in Brazilian music. The launch in Petrolina also marks the debut of the first regional campaign carried out and created by StarMKT.
With the catchphrase “first Juazeiro and now Petrolina”, the video illustrates scenes of the region, daily life and stores in Assaí, and takes advantage of the cultural link that exists between Bahia and Pernambuco, states connected by the São Francisco River bridge. “On the other side of the river, there is economy, low price and variety now in Petrolina. Cross the bridge, but what a joy, there is also an Assaí in Juazeiro, Bahia. Cross the bridge, what a joy, now there’s an Assaí also in Petrolina”, says part of the lyrics adapted for the campaign.
Check out the campaign video:
Marly Yamamoto, Marketing and Customer Management Director at Assaí Atacadista commented on the action:
“We interviewed customers and conducted several opinion polls to arrive at the name of Bell Marques. In many cases, people said that they grew up listening to Bell’s music with their families, in addition to highlighting his joy, his lightness and his charisma. With that, we understood that it would be the right name to represent Assaí, strengthening the brand’s connection with the North and Northeast regions, valuing our regional operation and empowering local people and their stories”.
In the last two years, Assaí has advanced in its expansion in the North and Northeast. During this period, 23 units were opened in these regions (as of March this year), which generated more than 17,000 new jobs, including direct and indirect jobs and the construction phases of the projects.
According to Felipe Lemes, Creative Director at StarMKT:
“A brand that brings Nascer do Sol in its communication and has been operating in the national market for more than 40 years, needed a name to match, with the same career time and energy as Brazilians, especially those from the Northeast and the North, recognizes and approves. Bell Marques represents Assaí’s purpose and message. We are very happy to launch this campaign.”
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