Dani Calabresa gets her hands dirty in a new Fleischmann campaign created by Bold

Fleischmann is going to get everyone baking bread, even those who have never done it before. And to prove that this is possible, the brand invited actress, comedian, and presenter Dani Calabresa to step into the kitchen and take on this mission with good humor, lightheartedness, and, of course, a lot of spontaneity.

Alongside content creator Fabão, Dani stars in the campaign “O Pão da Dani Calabresa” (Dani Calabresa’s Bread), which shows that baking bread at home can be simple, fun, and accessible. In the main 15-minute video, we can follow the comedian as she ventures into the world of baking for the first time, learning step by step how to make a recipe with Fleischmann’s instant dry yeast.

Created by Bold, the communication follows a format totally focused on content and bets on a current language connected with what the public consumes today. Based on the main video, seven pieces of content were created with memorable moments from the recipe in a format for social media. The actions extend across different fronts: influencers will receive bread at home, content creators will continue on social media, and a Brand Mission on TikTok will invite more people to get their hands dirty. Names such as Jucenha, Michele Ykegaya, Taciara Nascimento, Davi Rumão, Carol Loback, Fernanda Nader, Michelle Marcelino, and Thais Fonseca have already received the campaign kit.

“The campaign was designed to engage with the public in a light, modern, and accessible way, reinforcing the use of content as a strategic channel to strengthen the brand’s presence. The participation of comedian Dani Calabresa helps to expand this reach with authenticity, good humor, and identification,” says Marianne Bellucci, communications manager at Fleischmann.

The film is part of the #VaiDarPão platform, which has been developed over the last few years with the aim of encouraging home baking in a practical way. Under this concept, the brand has already carried out high-impact actions, such as the campaign with Luciana Gimenez in 2024, and now with Dani Calabresa, reinforcing consistency in the construction of communication.