Qualy, the preferred brand in the margarine segment and isolated leader in the category, presents its new positioning developed by the Africa agency: “Only Qualy tastes like Qualy”. To illustrate this change, from October 16 at the break of Fantástico, on TV Globo, three videos with their new ambassadors: Jojo, Ary Fontoura and Supla, chosen because of their great charisma with the most diverse audiences.
The campaign will explore “Unexpected Breakfasts”, that is, personalities will show consumers some of their morning tips and preferences that match perfectly with the product. Present for more than 30 years in homes all over Brazil, Qualy has a unique flavor, is creamy and spreads easily. With the new signature, the brand guarantees its market leadership through its messages and further emphasizes its exclusive attributes.
Check out the campaign videos:
Marina Secaf, executive manager of Qualy, says:
“We are a versatile brand that accompanies the public from breakfast to dinner. We are present in 7 out of 10 Brazilian houses and we want to conquer even more spaces with the flavor and creaminess that only we have. Just as some tastes do not need to be discussed, it is also unanimous among consumers that only Qualy tastes like Qualy.”
Erico Braga, Executive Creative Director of Africa, comments:
“Our biggest challenge was to “break” with the traditional format of margarine campaign, but keeping all the codes of Qualy, which is the leading brand in this market. For that, nothing more unexpected than portraying celebrities you never imagined having their breakfast.”
To guarantee the complete Qualy portfolio, the products can be found in the main retail chains in the country, as well as in Mercato Em Casa, BRF’s e-commerce; and at the Mercato Sadia units, a model BRF store with nine units in São Paulo and one in Itajaí/SC. In addition, several recipes are available on the Qualy portal, updated monthly with sweet and savory preparations.
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The Qualy post features new campaign positioning with Jojo, Ary Fontoura, and Supla first appeared on DNEWS.
