A pioneer in delivering the taste of homemade bread to consumers in an easy, delicious, and versatile form, Artesano has raised the bar for the bread category in Brazil. And to celebrate that feat, the Brazilian arm of Bimbo, the world’s largest baking company, is rolling out a new campaign, created by Energy BBDO São Paulo, which reinforces its innovative DNA.
With the slogan “It’s next level. It’s Artesano level,” the film highlights the brand’s attributes – thicker slices, a unique aroma and flavor, the rustic crust, and, of course, select ingredients – in order to show that Artesano breads transform a simple meal into an experience. The production includes a variety of scenes bursting with appetite appeal, in which a young woman is faced with a challenge in the kitchen. She lifts her hands, as if about to conduct an orchestra. And with that, her choice of breads, the preparation of the ingredients, and each pinch of seasoning begins to fall into harmony with the music.
Pop culture Easter egg
One fun fact is that the campaign’s soundtrack, the iconic 19th-century opera The Barber of Seville, made its way into pop culture thanks to the classic episode “Rabbit of Seville,” in which Bugs Bunny moves to the notes of the Rossini piece, as in the film created by Energy BBDO São Paulo. A nostalgic Easter egg for the true fans.
The campaign was designed to convey the full sensory experience that Artesano provides, in an audiovisual translation of the brand’s premium quality. With a robust media plan focused on the digital environment, the videos will be focused on final consumers. “All of our choices in the execution of this campaign demonstrate the next-level experience that Artesano has to offer,” says Romero Cavalcanti, creative director at Energy BBDO. “Preparing a recipe with the product, combining ingredients and falvors, is just like conducting an orchestra, a work of art, just like the Barber of Seville.”
“Artesano was born visionary, in its combination of practicality, flavor, and the texture of artisanal bread. We want to reinforce that trajectory with this campaign and celebrate just how much our recipes have raised the bar in the bread category,” emphasizes André Ramello, vice president of marketing, innovation, research, and development for Bimbo Brasil. “We’re always attuned to consumers and proud to offer such a well-rounded portfolio for their day-to-day needs.”
