The brand strategy relies on a video created by Africa Creative, activations, experiences and sponsorship at events
Deline announced a broad program of experiences and actions for the celebrations of São João 2023, with a campaign that includes media, activations in restaurants and partner retailers, experiences with the brand and sponsorship of events in Campina Grande, Caruaru, Gravat, Recife and Green arch.
The campaign, developed by Africa Creative, shows how the rhythm and commands for preparing food are similar to those of a gang in São João, with Deline margarine as the main character.
“At the Northeastern table, there’s love, there’s tasty food and Deline to celebrate forever. For the brand, being part of So Joo is a way of repaying the affection and trust of our consumers in keeping the brand a sales leader in the entire region”, he points out. Marina Secaf, Deline’s marketing manager.
The film will be shown on free-to-air TV during the programming break on Rede Globo. On closed TV, the advertisement will be on the Multishow, GNT and Globonews channels.
At events, the brand will be present in different ways, such as, for example, in Pernambuco, being one of the sponsors of the Arena Festival de Quadrilhas that takes place in Recife and of the São João party in Arcoverde.
In space, in addition to the brand exhibitions, the public will be able to have fun with the “photo of millions”, a scenario with a giant Deline package will be available to “dive in”, create that fun memory and share it on social networks with the hashtag #DelinenoSJ , in addition to distributing delicacies and gifts.
In Campina Grande and Caruaru, the brand will be on display at bus stations throughout the months of June and July. During this period, the public will be able to taste typical foods of the festivity in Kombi Deline, which will offer delicacies packed with songs that dictate São João sung by the Trio Nordestino Danado de Bom.
In Caruaru, the brand is also one of the supporters of the Festival de Comidas Gigantes, organized by the Associação dos Idealizadores das Comidas Gigantes in the city.
For partner restaurants in the cities of Campina Grande and Caruaru, Deline has prepared activities that transform consumers and friends into a northeastern musical trio in an instagrammable space.
Deline will also participate in the celebrations with a program for digital channels through stickers, typical recipes developed for the period and a team of regional influencers who will participate in the month of celebration in the region.
