São Paulo, April 2025 – Fictor, a Brazilian holding group founded in 2007 with operations in the food industry, financial services and infrastructure sectors, is launching its first institutional campaign in 18 years. The move marks the beginning of a new phase for the company, which recently announced a sponsorship of Sociedade Esportiva Palmeiras and listed one of its food companies on the Brazilian stock exchange.
Created by Euphoria Creative, the campaign presents the brand’s new concept “Every job has a little bit of Fictor”, demonstrating the complexity of the production chain, which involves the products in the group’s portfolio and the daily lives of all people.
It is precisely in this complexity that Fictor reinforces its diversified performance, permeating each economic aspect in a fluid and cohesive way.
In the film, a camera breaks through the walls of an office and reveals that there is much more behind a simple coffee than one might imagine. From commodities to energy, infrastructure, food industry and financial services, Fictor operates in all these sectors.
This representation takes place through the continuous display of different scenarios – from the coffee plantation to the municipal market and even the solar plant, gradually revealing where Fictor is present.
“We created a concept that reinforces the size and power of Fictor. And more than that, we want to show that, even if some people don’t know it, Fictor is in practically everything in our lives, from coffee to airplanes, and in the entire production process behind it,” says Marcelo Rizério, co-founder and CCO of Euphoria Creative.
“This is a unique moment for Fictor. Our first institutional campaign is a presentation of the brand to the market and to all Brazilians. It is also an invitation to reflect on the importance of the production chain, which makes it possible for us to receive the products and services that are part of our daily lives.” says Andrea Niccoli, Marketing and Communications Director of the Fictor Group.
“Our goal with this institutional film was to introduce the company and explain our sectors of activity through an extremely disruptive concept for the segment in which we operate. In addition, we sought to value work and dedication through this campaign and recognize that where there is a simple cup of coffee, there is the result of a lot of work, and every work has a little bit of Fictor in it.” adds Niccoli.
With broadcasting in digital media (social networks, portals and contextual programmatic), as well as newspapers, radio, pay TV, cinema and OOH – with a focus on the metropolitan region of São Paulo –, the campaign will last three months.
