Developed by 11:11, the film will be broadcast this Thursday (14), during the break of the soap opera ‘Mania de Você’, on TV Globo
Ragazzo launched the ‘Fome Tchau’ campaign, a humorous reinterpretation of the Italian song ‘Bella Ciao’ to present a new feature: Folhadonnis. Developed by 11:11, the film will be broadcast this Thursday (14), during the break of the soap opera ‘Mania de Você’, on TV Globo. The strategy also includes advertising on digital channels.
In the piece, Ragazzo’s tenors sing the jingle: “Puff pastry, very crunchy and hungry bye, hungry bye, hungry bye-bye-bye. And it’s baked at the same time, and the flavor is unique!”, while highlighting the flavor and lightness of the puff pastries, which hark back to Italian tradition.
“We wanted a campaign that showed the essence of Ragazzo: flavors that enchant in an accessible format. Folhadonnis bring all the tradition of puff pastry and the crunchiness that our customers love”, says Roberto Gnypek, marketing director at Habib’s Group.
“We once again brought our singer-cooks, who now cast the store’s audience as dancers in this musical. Which makes perfect sense, since ‘bella ciao’ was a popular song by Italian peasants – which has now been transformed into ‘fome bye’, it shows that the new Folhadonni is as democratic as it is well-filled”, explains Renata Antunes, partner and executive creative director at 11:11.
