Bauducco bets on interactive brand experience in retail to grow in the market for naturally leavened breads.
The Varanda Supermarket, in São Paulo, hosted an unprecedented brand experience activation that transformed packaging of products from various categories into media to promote Bauducco®’s line of naturally leavened breads.
Bauducco is the number one brand in cookies in Brazil, surpassing Oreo in a recent research from Kidscorpe (data: 2024). In order to raise awareness for its new line of breads, consumers were challenged to explore the supermarket shelves in search of packaging of other products that display images of breads, such as hot dogs, hamburgers, cheeses, and chocolate syrup. When these packages were scanned, participants were introduced to one of the Bauducco® breads that best matched the scanned product.
“More than a campaign, this action is an immersion into the consumer’s universe. For us, innovation means to create authentic connections with our audience, and inspire unforgettable moments for families” says André Britto, CMO of Bauducco®.
“Have you ever wondered why a cheese or hot dog pack has bread on it? To raise awareness to Bauducco®’s new line of breads, we highlighted the breads on other packs. A powerful insight transforming other packs into media for our breads” – reinforces Andrea Siqueira, CCO and partner at Ampfy.
Ampfy is one of the top independent agencies in Brazil.
