Category: Best Use of Experiential Marketing in a Promotional Campaign
Advertiser: NESTLÉ BRAZIL
Product/Service: NESTLÉ
Agency: AGÊNCIA TUDO
President: Mauricio Magalhães (Agência Tudo)
Creative Director: Roberto Cipolla (Agência Tudo)
Planning Director: Cleber Paradela (Agência Tudo)
Production Director: Iron Neto (Agência Tudo)
Copywriter: Ana Reber (Agência Tudo)
Art Director: Gladys Esher (Agência Tudo)
Account Director: Alexandre Mutran (Agência Tudo)
Account Director: Ana Paula Pimentel (Agência Tudo)
Account Executive: Thaleya Freitas (Agência Tudo)
Architect: Adriana Benguela (Rosenbaum® E Mach Arquitetos)
Designer: Marcelo Rosenbaum (Rosenbaum® E Mach Arquitetos)
Architect: Fernando Maculan (Rosenbaum® E Mach Arquitetos)
Architect: Mariza Machado Coelho (Rosenbaum® E Mach Arquitetos)
Consultant: Lúcio Ventania (Instituto Bamcrus)
Media placement: Sponsor - Mercado Central De Belo Horizonte - 23/09/2011
Describe the objective of the promotion.
The state of Minas Gerais is one of Brazil’s most important markets. However, the Nestlé brand did not enjoy significant local participation due to the populations’ high resistance to brands that are not traditional or made in Minas Gerais.
Nestlé needed to increase the brand’s awareness and earn the favour of the Minas Gerais consumer in order to boost sales in the state and overtake competitors with strong local appeal.
Describe how the promotion developed from concept to implementation.
The agency recommended an investment in the Central Market of the state capital Belo Horizonte, a traditional consumer hub for the local population. The Central Market is so important in the city it is a tourist attraction, as well as being part of the local customs and beloved of the local population.
A platform for brand experience, fostering visibility and customer relations: the Nestlé Experimental Kitchen. Built on a quiet but highly visible walkway inside the Market, the kitchen was designed as an extension of the consumer’s kitchen at home. The consumer can look, touch, taste, learn and discover the quality of Nestlé’s products and culinary secrets.
Explain why the method of promotion was most relevant to the product or service.
We believe the strategy of sponsoring a space within a well-known venue offers lasting benefits to tourists and locals alike. The kitchen was a perfect fit to approach consumers who saw the brand as ‘distant’ and ‘cold’. Minas Gerais’ cuisine is a cultural heritage and the Nestlé Experimental Kitchen works as a bridge between the soul of its people and the Nestlé brand.
Tools implemented:
Press conference
Opening event with authorities and local celebrities
Newspaper and radio ads announcing the opening
Internal marketing events with Nestlé executives
Cooking classes for the public with chef Eduardo Maya
Press agency
Describe the success of the promotion with both client and consumer including some quantifiable results.
A rise of up to 25% in sales in several categories, under 3 months of operation.
Mention in key local and national media vehicles.
Presence of important personalities and authorities during special events.