Cacau Show receives 2 million consumers in a single day; Nestl, Mondelz, Brasil Cacau, Kopenhagen and Ferrero increase strategies
In the country’s promotional calendar, Easter is the most consistent date for the chocolate industry. According to Abicab (Brazilian Association of the Chocolate, Peanut and Candy Industry), the segment has annual revenues of more than R$ 26.4 billion and has 42,000 professionals with direct jobs. In the seasonality of 2023, 7.9 thousand temporary vacancies were opened, according to a survey conducted by KPMG. According to Hibou, 66% of Brazilians plan to spend R$250.00 on Easter.
On the other hand, research by Kantar finds that the consumption of traditional eggs will remain high in 2023, but with growth in artisanal production. After two years of the Covid-19 pandemic, which led to a slowdown in the consumption of Easter eggs, these items are starting to show a resumption of growth. During last year’s celebration, Kantar, leader in data, insights and consulting, recorded 7 million new chocolate egg buying households compared to 2020. In total, 36.2% of Brazilian households consumed chocolate eggs in 2022 , an increase of 12.5% compared to 2020, says Kantar.
In addition to the craft phenomenon, Kantar draws attention to some market movements. The recent financial problems of Lojas Americanas may bring about changes in channel choices, as the retailer stands out among consumers in the indulgence categories, given that 26% of households buy snacks, biscuits and chocolates in its physical or online stores. At Easter, it represents 15% of sales of chocolate eggs in Brazil, says Lucas Brite Farias, senior account executive at Kantar’s Worldpanel division, who adds: Social networks have had and will continue to play a key role in sales of items seasonal. Mainly the handmade ones. Social media such as WhatsApp, Instagram and TikTok, for example, were essential for sales of these items last year, facilitating knowledge and direct negotiation with those who were producing by hand, he says.
Handling networks with influencers is on Squid’s radar, as CEO Felipe Oliva explains. Analyzing our base with more than 200,000 influencers, we noticed a growth of 1,014% in the number of professionals activated at Easter between the years 2020 and 2021. period. Furthermore, we noticed that the most active influencer categories at Easter were in the Lifestyle segments, in 1st place; followed by Beauty, in 2nd place, and Fashion, closing the podium in 3rd place. The Gastronomy and Tourism categories ranked 4th and 5th respectively, lists Oliva, drawing attention to one more point:
It is important that at Easter brands work with influencer marketing in a way that gives influencers what we call creative freedom so that the content is as authentic as possible, but a lot of attention is also needed so that they do not fail to communicate educational content to their audience. about their products and, above all, that they don’t forget to aim for a CTA for purchases, he says.
Despite its institutional problem, Americanas is attentive to Easter 2023. This year, in partnership with WMcCann, we prepared the campaign 360 Easter Americanas. We are here for you. With this action, we seek to reinforce the emotional bond that our brand has created with Brazilians for almost 100 years, offering all types of products in physical stores throughout the country, in addition to the possibility of buying through the brand’s app and website. The pieces will have moments of communication that are divided into institutional (more emotional), retail (products and offers) and stopmotion retail, dynamic production focused on gifts that are only found in Easter eggs exclusive to Americanas, such as LOL, Patrulha Canina, Turma da Mnica, Playstation, Hello Kitty and others. Our media strategy relies on broadcasting materials on open TV and pay TV, with national coverage, in addition to developments for digital. On the social networks, the communication will bring product offers and focus on the assortment, in addition to reinforcing that the brand has stores in all states of Brazil ready to receive its consumers for Easter. And, of course, the participation of the Americanas team, which, in addition to being available to the client, is an excellent storyteller for this Easter, reveals Washington Theotonio, CMO of Americanas SA
For us, the true Black Friday of chocolate. This year, we made more than 13 million items available to our customers, with more than 400 chocolate options from different brands on the market, in addition to Delicce, our own brand, says Theotonio.
Brands
The experts are focused on the date. Cacau Show, in the words of founder and CEO Al Costa, is bringing innovation to the offerings. Like the egg with pure pistachio paste and the Dark Milk line.
Easter is the big billboard of the year. That’s more than two million people in stores on a single day, specifically on Thursday (April 6th). We should exceed R$ 200 million in sales on that day, more than the entire month of January. The idea is to touch people with memorable experiences over a weekend with purpose on a large scale. We are increasingly purist in terms of quality. We just took 2% of sugar out of our products and added another 2% of milk. We have 3,830 stores, of which 320 are our own, where we explore products such as Care Bears, responsible for 10% of Easter sales. We made a partnership with Warner for the whole year and the Harry Potter line, 25% of Easter, is already arriving in stores, projects Costa.
LVL created the Cacau Show campaign to get closer to the consumer. A moment that, as simple as it may be, has the power to transform the routine into the extraordinary. And so the campaign theme was born: A happy moment today, says Beto Campos, the agency’s CEO.
100% digital market founded in 2021 by Alex Bretzner, Rafael Vasto and Rodrigo Maroja, Daki launched an egg with its brand. Easter, without a doubt, is one of the important dates for Brazilian retail and much awaited by merchants. The holiday carries with it several established traditions, increasing the demand for a range of specific products such as the well-known chocolate eggs, which are usually exchanged between people as a gift and come with sentimental value, guarantees Vasto, CEO of Daki.
A Dentsu customer, Ferrero says that giving gifts is in the brand’s DNA. This Easter will be no different. As the 3rd player in the sector when it comes to investment in media, we will continue to invest in the area, with increasingly robust activations for TV and digital. We are also bringing some news, following our line of consistency. We are going to guarantee the children’s experience with online games, bringing for this Easter several novelties within the ApplayDu application, an app that the Kinder brand offers free of charge in its products, including in the specific line for this period. In the Dark segment, we will continue to expand with our bet, the Egg Ferrero Rocher Dark, a more intense chocolate that won over the taste of consumers to get an idea, the product was launched in 2022 and has already become the leader in the dark chocolate eggs segment , explains executive Renato Zanoni, responsible for Ferrero’s commercial operations in Brazil.
Lvia Seabra, e-commerce director at Mondelz Brasil, explains that the tone of the brand’s Easter campaign is integration. We increasingly bet on on and off content in an integrated way, as we understand that today’s consumer is omnichannel. That’s why we invest in integrated execution and exclusive actions and activations within our main partners and, of course, in our own store, Loja Lacta. We invest more and more in digital sales, bringing technology to make the consumer experience even better and more complete. The partnership with Super Muffato, a chain that also stands out on the digital front, is an important step for retail, industry and, above all, the consumer, who gains in experience, convenience and quality, she explains.
The GS agency, owned by the executive Elder Oliveira, is looking for new partnerships for Mondelz with a focus on consideration and conversion. In addition to the objective of guaranteeing a better online shopping experience for consumers, we connected three sellers to expand the operation in marketplaces. At Mercado Livre, we define logistics performance according to the location and type of product. Selia Full Service will be responsible for delivering Easter eggs all over Brazil with ice cream and pillow. In this way, the Lacta Easter eggs are delivered to the shopper’s house without breaking or melting. Martins, Brazil’s largest wholesaler, will be responsible for the regular line and serve the entire country, except for So Paulo, which is under Marsil’s responsibility.
Fabiola Menezes, Chocolate marketing director at Mondelz Brasil, details the campaign. We have an Equity film bringing the brand’s values, aired on digital platforms and on free-to-air TV. We will activate the Easter portfolio on social media and Google. We have publicity in urban furniture (bus shelter and street clock) communicating Easter products. In Media Indoor, we will communicate products in elevators. At points of sale, specifically at ATMs and digital screens, we are going to activate the reminder of the brand’s products at the point of final purchase decision. Another exciting partnership is the store with metaversion technology that we built on the website of Super Muffato, one of the largest retail chains in the country, which operates in the states of Paraná and São Paulo. Consumers are invited to an immersive shopping experience, with a 360 view of Easter products.
Twelve million units of Nestl and Garoto Easter eggs at the Garoto Factory, in Vila Velha (ES) an increase of almost 10% compared to the number of units produced in 2022 , the Nestl group’s print run for the date as clarified the executive Mariana Marcussi, executive manager of chocolates marketing at Nestl Brasil. Expected growth of 20% compared to 2022.
The fundamental diversity of products. Therefore, we are always innovating to deliver options that meet different tastes and budgets. We bet on a prolonged communication that started with pre-Easter campaigns and runs until April. We also invested in activations at Emprio Nestl’s physical stores and e-commerce, as well as at the stores and websites of commercial partners, observes Mariana.
Read the full story in the March 27 edition
