Agency won the competition after delivering two successful campaigns last year, and will now be responsible for the main brands of the group
Agência Verbo, a company specialized in creative intelligence, is now responsible for institutional communication on social media for the main brands of Santa Helena Alimentos. Hiring came after two successful campaigns carried out in 2022, and a rigid selection process.
Verbo’s managing partner, Rodrigo Figueiredo, says that, in 2022, the agency carried out a promotional campaign and a awareness for the Mendorato brand, snack of the company’s Japanese peanut.
“The result of these campaigns earned us an invitation to participate in the competition to take over the institutional communication and that of other brands. And we won, ”he points out.
For Figueiredo, the know-how more than 20 years in the food sector, with several cases of success, was fundamental for the choice.
“This experience qualifies us to accompany Santa Helena in this moment of expansion, so that brands can consolidate themselves with the current public and even expand to new audiences. We have been building solid relationships with our customers and we believe that we will have something similar here, given the excellent relationship we are building with the team of mmarketing of the brand”, he says.
It is with this spirit that the agency assumes the communication in social media of the Santa Helena, Mendorato, Paçoquita and Crokissimo brands.
“Our work, from now on, includes the creation of institutional and promotional campaigns, and support for the mmarketing from Santa Helena in brand management”, explains Figueiredo, also highlighting the creation of content for social networks, marketing of influence (actions with influencers) and product launch campaigns.
The Verbo agency will also be responsible for managing and buying media, giving flow and visibility to everything that is developed.
“The strategic capacity shown by Verbo to generate relevant content and engagement promises to stimulate a more genuine approach to our consumers and make our brands’ differentials and values increasingly evident, such as healthiness, innovation and rigor in quality”, says Breno Carvalho, Executive Manager of Marketing e Merchandising from Santa Helena Alimentos.
It is in this context of change that Verbo is preparing to launch, in the coming months, the Paçoquita repositioning campaign, which has been on the market for 40 years and is the national leader in the peanut-based sweets segment.
“We are going to bring the brand closer to the younger generation Z. In addition to this campaign, we have a lot of news for all the brands that will be presented throughout this year”, reveals Figueiredo.
About Santa Helena Alimentos
Santa Helena Alimentos turns 81 in 2023 with approximately 1,200 employees in its 11,000 m² industrial complex in Ribeirão Preto (SP) and in its 146,000 m² peanut processing plant in Dumont (SP). Largest company in the peanut segment in the country, Santa Helena Alimentos accounts for almost 25% of grain consumption in Brazil. In 2022, the company registered a growth of more than 20% in its turnover, compared to the previous year.
Among the successful brands in the company’s portfolio are Paçoquita, Mendorato, Amíndus, Crokissimo, Troféu and the Cuida Bem line of healthy products.
About Verbo Agency
With more than 20 years in the market, Agência Verbo is a creative intelligence company with a strategic bias. With more than 50 professionals, the agency is one of the largest in the interior of São Paulo and won the 4th edition of the Great Place To Work (GPTW) as the best agency to work for, among other awards won in recent years. The agency has in its portfolio clients such as Unimed Nacional, JCB (heavy machinery), Klabin, Catupiry, Construtora Planeta (Sorocaba) and Construtora Prestes (Paraná), among others.
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