The fruit and vegetable Natural of the Earth started the year with a new campaign to promote the product mix of its own brand, Natural da Terra, which has more than 250 items. Signed by the Binder agency, the action stars nutritionist Andrea Santarosa and brings the concept ‘Produtos Natural da Terra’. Our thing. good thing’.
Fernanda Maia, Customer Service Director at Binder, explains that the campaign’s motto considered the characteristics of the products such as flavor, practicality, variety and the careful production process, from choosing the supplier to developing the packaging.
We reinforce unique characteristics that are synonymous with quality and trust, such as natural, fresh, healthy and delicious, says Fernanda.
The film and advertising pieces explore the presence of products in consumers’ daily routine, with messages such as: ‘Natural da Terra products are present in coffee, lunch, snacks and dinner. the brand that is here to stay’, ‘Produtos Natural da Terra. Our thing. good thing’.
We are very happy to carry out this campaign with a focus on expanding our own portfolio. Our goal is for the attributes that people today associate with and expect from the Hortifruti Natural da Terra chain to be materialized in these products, says Patricia Carneiro, general marketing manager for the chain.
Among the private brand products shown in the campaign are organic grape juice, coffee, standard Minas cheese, starch biscuits, salmon, eggs, farofa, cheese bread, honey and various seasonings.
The idea is to show how Natural da Terra’s own brand products bring quality to the consumer’s everyday life, in their daily meals, be it coffee, lunch or dinner, adds Binder’s Customer Service director.
The campaign also uses a series of humorous phrases specific to each product, such as: ‘Natural from the Earth. Our brand takes a coffee break; ‘Natural to the Earth. Our brand pure honey’; ‘Natural to the Earth. Our brand full of spice’; ‘Natural to the Earth. Our brand our good thing’ and ‘Natural da Terra. Our brand is for fish. Buy and try!’.
The media includes TV film, broadcast on static newsstands, digital newsstands, Rio-Niteri Bridge panel, Meta, Google, digital media, WhatsApp, App and CRM and points of sale. In this item, actions will be carried out in physical stores with posters, mobiles, stoppers, wobbler, floor stickers and gondola front, among others.
Check out one of the campaign films.
TECHNICAL SHEET
Agncia: Binder
Client: Hortifruti Natural da Terra
Campaign: Private Brand
Client Approval: Patrcia Carneiro, Lorena Evangelista, Gabriela Matos and Jullia Gomes
VP of Creation: Marcos Apostolo
Creative Director: Leandro Euzebio
Creation: Paula Novaes and Luciana Oliveira
Head Digital: Alex Paulo
Digital Creation: Alexandra Freire, Joe Vianna, Andre Goulart and Evelyn Lobo
Service: Fernanda Maia, Bruna Pinheiro, Beatriz Molinari, Raisa Martins and Iago Trindade
Planning: Lucas Daibert and Fabiana Ribeiro
Media: Leandro Grisoni, Nicoli Ribeiro, Raquel Soares, Kamila Alves, Rafael Brando and Wallace Rodrigues
Content: Gustavo Portela, Bruna Maba and Carolina Paiva
Production and RTVC: Gabriella Cardoso, Nathlia de Freitas and Marcello Pignataro
Review: Emanuele Jussara
Producer: Nomad Nation
Film Director: Caio Abreia
Audio producer: Nova Onda
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