São Paulo, February 2024 – After seven new customers announced in 2023, Mestiça presents the arrival of two more new accounts in its portfolio at the beginning of 2024. The agency now serves in a 360 way – with strategy, creation, media, production and social media deliveries – the Abbraccio and Aussie brands, both belonging to the American group Bloomin’ Brands, which also owns Outback Steakhouse in Brazil and is recognized as one of the largest casual dining establishments in the world, with more than 1450 restaurants spread across numerous countries.
Among the main reasons for choosing Mestiça is the exclusive Pop-up methodology, which makes it possible to carry out a collaborative dive into the challenges presented by the two brands. “Abbraccio and Aussie are vibrant and talk to the public in a relaxed and welcoming way. We believe that relying on a methodology that incorporates the basis of Design Thinking and the conception of collaborative teams to solve our challenges, will bring a fresh look, many ideas and new approaches to our communications and the processes of connecting with our consumers” , says Paula Zequetti, Marketing Manager for Abbraccio and Aussie in Brazil.
“This achievement represents another step in the consolidation of Mestiça as an agency that brings a distinct value proposition to its clients, based on collaboration as a way of producing deeper and more perennial solutions”, says Paulo Sanna, partner, CEO and CCO of Mixed race.
The Abbraccio brand arrived in Brazil more than eight years ago and specializes in Italian recipes. Today, it has 16 units spread across the states of São Paulo, Rio de Janeiro and the Federal District. Aussie, on the other hand, has 100 virtual operations across Brazil and two physical ones, one in São Paulo and the other in Rio de Janeiro. Its menu features chicken sandwiches as its flagship, in a Sweet&Spicy concept, and also has options with beef and vegetable proteins.
Mestiça has extensive experience in the gastronomy segment, as its history began 15 years ago with sales and creation of advertisements on restaurant menus. Since then, the expertise has grown and, today, the agency owns a restaurant brand that operates 50 meters high – Dinner in the Sky. Experience in relation to all fronts of a business in the same market facilitates and speeds up processes, as it makes the agency capable of starting from a common and already constructed repertoire. “This is a segment that is, at the same time, quite technical and emotional, but, above all, very relevant to people. This makes the food sector one of the most enjoyable categories in our industry, at least for people people who, like us, love to eat!”, comments Paulo Sanna.
The agency is now launching its first action for Abbraccio to highlight Lucky Gnocchi Day. Traditionally celebrated by Italian restaurants every 29th (which in 2024 will also happen in February as it is a leap year), you should place banknotes under a plate of gnocchi on the date in question to attract prosperity. The idea began in recent days with armored cars – like those used to transport bags to banks – running around the city of São Paulo, and personalized with the visual identity of the “Abbraccio da Fortuna” promotion to draw the attention of people on the streets and show that something very valuable is being transported to the restaurant units. Based on this, the initiative distributes special notes to customers who order gnocchi dishes on 02/29 to be lucky enough to win a surprise prize.
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