A Maggi is inspired by pillars of diversity and inclusion to present its new advertising campaign. The company, one of the largest in Brazil in the grains and fibers chain, reinforced its communication in attracting new talents, especially people with disabilities.
Created by the Renca agency, the campaign brings the concept ‘At Amaggi, your difference makes all the difference’. Its main piece, a 90-second film, features a boy with Down Syndrome following news and information about the company’s selection process, focusing on people with disabilities. The story shows his journey to the office, as if he were one of the candidates, when it is revealed that he is, in fact, the human resources analyst, interviewing and hiring a woman in a wheelchair.
“Many people still see Agro as a job market with few opportunities for people with disabilities. The objective of this campaign is to show how our company operates, not only generating job opportunities, but also valuing the presence of this audience and encouraging the arrival of more talents. An effective way to generate a positive impact on society, adding brand value and improving the company’s results”, says Daniel Escobar, Corporate Communications Manager at Amaggi.
According to IBGE data, Brazil has 18.6 million people with disabilities, but only 28.3% of them are employed.
“We brought in actors who truly represent this group to tell the story in the most natural, human and positive way possible, making candidates and current employees feel truly encouraged and represented by a brand that embraces diversity on and off the field. ”, adds Natalia Teixeira Darini, partner and CEO of Renca.
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