Campaign includes film, created by MRM Brasil, sponsorship of the program “Alma de Cozinheira” by Paola Carosella, on GNT, among others
Elefante launched a campaign with the aim of connecting emotion, memory and tradition, inspiring new memories around the table. Under the concept of “Elefante, the extract of his life”, the piece, created by MRM Brasil and produced by Trator Filmes and Hefty Audio, highlights the balance between the nostalgia of remembering the past and the joy of creating new memories around table.
The strategy includes sponsorship of Paola Carosella’s “Alma de Cozinheira” program, on GNT, in addition to actions that include a recipe hub with 85 dishes and videos made by creators and influencers. In addition, the campaign will also be available on platforms such as YouTube, Google and display and on open TV, with 1′ and 30″ films in 4K.
“The new concept reinforces our positioning as a leader and gives a new meaning to the word extract, which in addition to being synonymous with quality, is about getting the best out of life”, says Esdras Leite, marketing director.
The creative approach was inspired by research that revealed how ambient sound can influence the perception of food flavor. Elefante used the resource of people around the table to show the passage of time and the importance of old and new memories.
“Cargill challenged us to create an institutional campaign that would consolidate the leadership of the Elefante brand and strengthen the emotional bond with the consumer. Using our proprietary methodologies – Truth to Relationship and Relationship Mapping – we understand what makes the brand relevant to the public and prioritize the best connection opportunities”, explains Dogura Kozonoe, CCO at MRM Brasil.
