Seara margarine brand celebrates female culture and strength with Gaby Amarantos and Lucy Alves
In a scenario where Brazilian music is the stage for a diversity of authentic voices and regional narratives, Primor, a margarine brand from In the eveningone to one Universal Music to exalt the strength of women from the North and Northeast. Through an unprecedented collab, Primor and Universal take singers Gaby Amarantos and Lucy Alves to the studio to record ‘Tudo que eu faz é com Primor’, a song that promises to echo the vibrant essence and cultural richness of these unique regions from Brazil.
The project is part of a new moment for Primor which, upon completing 64 years of existence, is increasingly strengthening its relevance among consumers in these regions.
“Primor is the flavor that tells stories because it has been on Brazilian tables in such a significant way for so many years. It is a product that has been delivering flavor and emotion for generations. We are present in the daily lives of millions of families in the North and Northeast. That is why we joined forces with the powerful voices of these two artists to pay tribute to women, which resulted in a special and unprecedented project,” explains Camille Lau, Marketing Director at Seara.
The artists showed great happiness when experiencing this exquisite experience.
“I have everything to do with this song, and this song with me. As a black woman from the Northeast, I am very happy to be here and I believe that I am representing many. I’m here because my trajectory matters and I identify with every flavor of this song”, says Lucy Alves.
Gaby Amarantos, in turn, also spoke about the representation she felt with the music.
“In addition to talking about the flavors of my land, I feel that the North and Northeast are two sister regions; we have a lot of connection. And I feel happy to have two wonderful women bringing this protagonism and the strength of women to talk about flavor, about everything we like, and to talk about it with love,” concluded the singer from Pará.
Combining their unique musical origins and influences, the singers bring a captivating mix of rhythms such as carimbó and forró. The composition ‘Everything I do is with Primor’ represents these women who inspire, are exquisite and bring joy wherever they go. The song was created by two northeastern Arretadas, one from Alagoas and the other from Ceará. Mazé Cavalcante and Zélia Santti have successful hits under their belt, sung by Simone e Simaria, Solange Almeida, Joelma, João Gomes, Mastruz com Leite, among others.
In an arrangement that fuses elements of the traditional with the contemporary, the song offers a sonic journey guided by the harmony of the voices of Lucy Alves and Gaby Amarantos. The lyrics explore themes of identity, belonging and overcoming, while the engaging rhythms transport listeners to the vibrant cities of the North and Northeast regions.
“Music is a way of telling stories,” says composer Mazé Cavalcante. “And this is our story. We want people to feel connected not only to music, but also to the cultural and human richness that our region has to offer”, adds Zélia Santti.
The project is a true cultural manifesto, a passionate musical tribute to the strength, resilience and beauty of women. Highlights its traditions, challenges and triumphs.
“With lightness and musicality, the composition promises to praise these women and take a look at both regions of the country. We are extremely honored to participate in this project and unite these voices in such a remarkable song that praises Brazilian women”, says Claudio Vargas, VP and commercial director of Universal Music Brasil.
It’s time to renew your playlist. The single ‘Tudo que eu faço é com Primor’ is now available on the main digital platforms. To listen, go to here or check out the video below:
Campaign
Maintaining the flame that drives life, Primor, Seara’s margarine brand, reinvents itself and presents its new phase during São João, one of the most important seasons for the Northeast and North. In June, the sounds and flavors of these regions transform into a vibrant spectacle of culture and tradition.
The brand, present in the daily lives of thousands of northeastern and northern families, launches new packaging with a more modern design and in line with the new visual identity, part of the brand’s new positioning strategy pays homage to women from these regions. As a starting point, the brand that is already launching a new campaign on TV throughout the Northeast and Belém, in addition to digital platforms, will feature Lucy Alves and Gaby Amarantos as protagonists, bringing a look at strong women who inspire the stories of other women. The new positioning presents the power of connections. The meeting of two strong women, the musicality of forró and carimbó and a great immersion in the flavors of the Northeast and the North. A true tribute to the women who lead families, communities and businesses in these gastronomically and culturally impactful regions for the country.
In addition, Primor once again sponsors São João de Campina Grande, and will be present in Caruaru, at the Comidas Gigantes festival, sponsoring the traditional Bolo de Rolo and Pé de Moleque. The brand will also activate points of sale in the main cities with June festivities in the Northeast. At 64 years old, Primor increasingly strengthens its relevance among consumers in these regions, and boosts female strength through artists Gaby Amarantos and Lucy Alves. After releasing the song, the brand released a clip and new campaign that reinforces the power, beauty and diverse skills of women.
“Positioning a brand with these women in mind is inspiring a network and talking about a new moment, where we are the owners of our trajectory. Therefore, Primor is the flavor that tells stories on the table, in recipes, in Brazilian homes, in the lives of families and in the businesses of small entrepreneurs in the North and Northeast. It is a product that has been delivering flavor and emotion for generations”, says Camille Lau, Marketing Director at Seara.
The brand’s new campaign genuinely connects with the public. Show that you know the recipes and the importance of Primor Margarine in the construction of traditional dishes from the North and Northeast. The campaign makes a list of everything that consumers love and don’t miss in their daily lives, such as maxixada, maniçoba, chicken, duck in tucupi, baião de Dois, carne de sol, couscous and vatapá. Lucy and Gaby, with their voices, celebrate these flavors, exquisitely representing Primor, made to pass, sauté, fry and incorporate into traditional recipes, especially in São João.
“From the kitchen to the table. From Pará to Bahia. This campaign combines two passions (music and gastronomy) in a great tour through the unique and exquisite flavors of the North and Northeast. A campaign that, in addition to presenting Primor’s new look, seeks to further reinforce the emotional bonds that the brand has built throughout its history”, says Eduardo Breckenfeld, CSO at Ampla.
Striking presence in Campina Grande
The Festa de São João involves entire communities, highlighting the richness of regional traditions and the human warmth of June. Primor is one of the sponsoring brands of Maior São João do Mundo, in Campina Grande with an expectation of 70 thousand people/day. The brand will take several interaction actions to Parque do Povo in the Açude area, an area dedicated to families and inaugurated in this edition of the event.
The attractions are: a 14m high Ferris Wheel, Vila Primorosa, an environment decorated with brand icons and full of Instagrammable spaces for interaction with the public and a multimedia studio that can be used by content producers to give visibility to stories authentic stories from artists and guests of the brand, in addition to portraying true stories of northeastern families and women.
In addition, Primor will be present in other activations with brand presence with: blimps spread across the city, actions in the box, videos on the festival screens, flags on the Central Pyramid, activation on the Bandstand, sponsorship of Ilha de Forró do Bezerra, among others .
What’s more, to make everyone dance, there will be an Itinerant Quadrilha formed by a troupe of artists: stilt walkers, accordion players, priest, bride and groom and several couples inviting the public to dance, interact with the brand and experience every opportunity to experience the São João. Primor’s idea in 2024 is to transform Campina Grande into a truly exquisite party, a brand present in several touchpoints of the festival, creating unique and unforgettable brand moments for families and the public who visit during the 30 days of the festival.
Giant Food in Caruaru
Typical foods are a separate chapter in the June festivities in the Northeast. The exquisite flavors of the month of together leave the tables full and warm the hearts of people from the Northeast during this period. Primor will be present at São João Caruaruense with support for the Biggest Bolo de Rolo in the World and the Biggest Pé de Moleque in the World. The Giant Foods festival, held for over 20 years, is an essential part of São João in the city. Primor, once again, will be the official margarine of the gastronomic events, highlighting the Maior Pé de Moleque do Mundo, by Dona Maria, and Bolo de Rolo Gigante, by Dona Alda. These dishes, presented during the circuit, gain even more flavor and texture with Primor.
*Cover photo: Disclosure/Primor
Follow ADNews on Instagram e LinkedIn.
#ADDSomethingNew #ADNewsOficial #ADGroupBR
