Anne Napoli, marketing director at Friboi, talks about the brand’s strategies to gain share
Every brand’s dream is to become synonymous with the category. No wonder, Maturatta Friboi has been doing communication work to become a reference for barbecue meat – on April 24th, Barbecue Day is celebrated in Brazil.
According to Anne Napoli, marketing director at Friboi, Maturatta is the fourth brand in value share according to Nielsen. “Maturatta Friboi has positioned itself in an expressive way through a 360° plan”, highlights the executive. The brand’s signature is ‘Maturatta is barbecue and that’s it’, signed by Lew’Lara\TBWA.
Check out the interview below in which she also talks about strategies and innovations.
Reference
Maturatta Friboi is a reference brand of beef for barbecue. There are currently 16 cuts in the portfolio, with bone-in, boneless, chilled, frozen and steak options, recommended to ensure the best barbecue experience, in addition to the line of 100% beef burgers and the new launch, 100% rib sausage bovine.
Barbecue
Maturatta Friboi is the brand for everyone who loves barbecue: for those who like to prepare it, for those who like to organize the barbecue event and for those who simply like to eat barbecue. The brand’s signature is ‘Maturatta is barbecue and that’s it’, signed by Lew’Lara\TBWA, the brand’s communications agency. Maturatta Friboi has been positioning itself in an expressive way through a 360° plan: at the POS through its “Barbecue Spaces” in the various supermarkets in the country, via digital communication, OOH, radio and in specialized events, with the participation of master barbecue chefs brand ambassadors.
Bet
Maturatta Friboi was innovative in launching a line of burgers with 100% beef and barbecue cuts. BBQ burgers have been growing in Brazil and were the brand’s bet. It was so successful that after six months of launch, the brand was already a leader in the beef burger segment.
Passion
Barbecue is a national passion, with this in mind, Maturatta Friboi is available in the main supermarkets in Brazil through ‘Espaço churras’, which delivers a complete barbecue solution in a single location. Furthermore, Maturatta Friboi is present at the main barbecue events in Brazil. The brand has been innovating to bring a complete portfolio of barbecue cuts and products.
Awareness
The level of awareness of the Maturatta Friboi brand depends on each region. For example, in Rio and São Paulo, the brand is already more established in the barbecue area. There is an opportunity to strengthen brand communication in other regions of Brazil, such as Bahia, Pernambuco and Rio Grande do Sul.
Share
Friboi is the absolute leader in share in the beef category by Nielsen. It is also four times Top of Mind in the category. Followed by other Friboi brands, Maturatta is fourth in value share by Nielsen.
Communication
Lew’Lara\TBWA has always been a strategic partner in building Friboi’s brands. In the beginning, when we decided to brand meat, highlighting attributes of quality of origin and expertise in meat, and nowadays, when we are faced with an even more qualified market and for which we seek segmented delivery through different territories: day to day, barbecue, gourmet. It’s a work of consistency.
Plans
The objective is to continue strengthening the brand’s communication through a robust digital plan, OOH, radio, and events, among others, as well as continuing to lead innovations, such as our recent products, such as the beef burger and rib sausage 100% bovine, which allows us to enter different territories and experiences.
Read the full interview in the issue of propmark April 22, 2o24
