A Inhibitsa brand of Kraft Heinz Brazil and official sponsor of Brazilian Olympic Committee (COB), has just launched the advertising campaign ‘The Hmm that only we have’. Starring the gymnast Rebecca Andrade and the Brazilian Volleyball Team’s center, Lucão, both sponsored by the brand, the film invites consumers to produce and increase recipes with Hemmer products while following Team Brazil during competitions in Paris Olympics.
Developed by the LePub Brasil agency, the film is a milestone in Hemmer’s history, marking the brand’s first experience in television advertising.
“We are very pleased to launch Hemmer’s first film at such an iconic moment as the Paris Olympic Games. This signing reinforces our decision to stimulate the “hmm” of Brazilians through the flavor and quality of our products, the “hmm” that comes from the HeMMer brand and that carries our entire history, that connects us with Brazil as a whole, from spectators to athletes, and that proves that Hemmer has the power to enhance any food or celebration, just as athletes have the determination and potential to win competitions and bring joy to Brazilian fans,” explains Luana Sá, Head of Communication and Media for the brand.
Hemmer and LePub Brasil innovated by creating a media plan that includes alerts so that consumers can prepare their recipes in time to watch the Olympic events. The content starring the athletes directs the audience to recipes that can be prepared before the start of the competitions. The campaign also uses several media formats, including influencers who notify followers about Brazil’s participation in the games.
“We hired artistic gymnast Rebeca Andrade and volleyball player Lucão to remind consumers to order a recipe with Hemmer whenever a Brazilian is about to compete. We did this by thinking about how to highlight the brand among so many others that will communicate with spectators during this period. This way, we ensure that even with the extensive number of sports in the Olympic Games, the “hmm” of the kitchen never prevents the “hmm” of the games,” emphasizes Alex Adati, ECD of LePub Brazil.
The partnership between Hemmer and the COB began at the Pan American Games in Santiago, Chile, and will continue until 2028, including the Olympics in Paris, France, and the next Olympics in Los Angeles, United States. This collaboration includes the visibility of the Hemmer brand on the company’s products and the sponsorship of Brazilian Olympic athletes, reinforcing the brand’s commitment to sport and the promotion of a healthy lifestyle.
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