Campaign will last 4 months, will have parts for OOH, POS and digital and has the signature of Soko
Mother Terra launched the campaign “Start with Granola” and invited singer Manu Gavassi to star in the action with the objective of encouraging the change to a more nutritious diet.
In the campaign, the concept of starting with granola is presented as a simple and initial solution for people’s constant search for attitudes that lead to change in their habits and also for ways to contribute to changing the world and the environment.
To move the campaign forward, the singer began to respond to some tweets from users of the platform encouraging them to “start with the granola”.
start with granola
— Manu Gavassi (@manugavassi) August 23, 2022
The action, which was carried out through a dark social strategy, had great engagement from the artist’s fan base and placed the word “granola” in the trending topics on Twitter.
Most people would like to eat better than they do, but for many, adopting a healthier and more sustainable lifestyle means making sacrifices and experiencing deprivation. Me Terra’s challenge is how to change people’s view of this journey, said Isis Bialoskorski, Marketing Manager at Me Terra.
In addition to the campaign on the networks, the action also features a film posted on Manu Gavassi’s social networks in which the artist presents the benefits of the brand’s new line of granolas and invites the public to “start with the granola”.
The campaign will last for 4 months, will include parts for OOH, POS and digital, and is signed by Soko.
We realize that people want to make better choices, but they just don’t know where to start, we found a solution for that, in Me Terra granola and in its entire production process. Manu is a key part of the campaign, as it connects us with new consumers, Generation Z, who show a greater interest in brands with purposes linked to the environment and society, added Fernanda Gimenes, SOKO’s Creative Product Leader.
