All profit generated from the sale of the item will be donated to Falcons University, the NGO’s educational arm
Qualit has teamed up with Gerando Falces to bring a new social product to the market, the brand’s 200g flour biscuit.
During one year, all the profit generated from the sale of the item will be donated to Falcons University, the educational arm responsible for the teaching methodology used in all the courses offered by the NGO.
The product packaging underwent a redesign and the entire creation process involved the participation of Jovens Falces, young people living in the slums where Gerando Falces operates, so that the visual identity of the product would reflect their vision of these territories.
Qualit is a brand that has actions that impact people’s lives on several fronts, such as product donations on dates such as Easter and Food Day. And this partnership is another step in this positioning. Qualit is on the table of Brazilians and Gerando Falces directly transforms the lives of thousands of families and, therefore, the partnership has enormous potential for impact, said Christiane Cruz Citrngulo, Marketing Director at GPA.
In order to promote the initiative, the brand launched the campaign Together we fly higher, created by Betc Havas.
The piece highlights the essence of the partnership since the development of the packaging. The idea of the illustration is to show the universe of these young people, presenting the vision of the favelas and the transformations that education and social development make in the lives of each of them, helping to break the cycle of poverty and lack of opportunities.
The campaign can now be seen on movie screens, at subway stations in the city of So Paulo and Elemdia in Rio de Janeiro and So Paulo, in addition to GPA’s digital channels.
It is important to provide young people with the opportunity to rescue dreams, to break beliefs. Therefore, we offer in our training tools for self-management, social awareness, development of emotional intelligence and, above all, finding vocation. The partnership with Qualit will bring even more resources, strength and visibility to the Jovem Falco program, which has already impacted thousands of people in favelas across Brazil, added Edu Lyra, founder and CEO of Gerando Falces.
The 200g Qualit flour cookie is sold in all Po de Acar and Mercado Extra stores in Brazil, in addition to the Po de Acar Mais and Clube Extra apps.
