Nutrella Vitta Natural Bread integrated launching campaign.

1. PRODUCT LAUNCH
2009

2. CHALLENGE
Grupo Bimbo, Latin American leading baking company, was
about to launch a new line of breads for the Nutrella brand.
The Unique Selling Proposition for the new line was
“Natural – 100% whole weat”.

3. DEMAND
To integrate:
COMMUNICATION + ACTIVATION
visual guidelines and Trial Tastings, Awareness
packaging already pre- and/or Partnership.
approved by their Ad Agency
Ending up with:
A coherent approach in its many different channels.

4. TARGET
Women, AB+, 25-44 y/o
Talk about a B R O A D target!

5. Key to success:
Finding the right balance between:
- being broad enough to be
understood by the target and,
- at the same time, being deep
enough to deliver the right message.

6. STRATEGY
Map contact points shared by the target

7. STRATEGY
Map contact points shared by the target
Commute Work
Airport Books
Bookshop Magazines
Coffee Shop
Home Email
Internet Online Store
Supermarket
Salon Park
Gym
Movie
Restaurant Mall
Theatre Pub
Night out

8. STRATEGY
Positioning: “Healthiness” and “Well-Being”
Commute Work
Airport Books
Bookshop Magazines
Coffee Shop
Home Email
Internet Online Store
Supermarket
Salon Park
Gym
Movie
Restaurant Mall
Theatre Pub
Night out

9. EXECUTION
Maintaining the unity of the message throughout the
channels, rightly positioning the product for its broad target.
Stress the “natural” appeal.
All the materials involved should be
in line with the message itself, reinforcing it.
Partnerships that were beyond the usual,
taking the product one step further.

10. CREATIVE DEVELOPMENT
All-Purpose Handout

11. CREATIVE DEVELOPMENT
All-Purpose Handout
Start the day dancing.
Besides cheering you up it
stills leaves some calories
behind.
Cooking is therapeuthical.
Take advantage of Nutrella’s
new Vitta Natural line to
bake your problems away.
Give the elevator a break
and try using the stairs to
reach nearest floors.
Give at least 7 hugs a day.
It is goodness for the body
and the heart.

12. CREATIVE DEVELOPMENT
POP Display

13. CREATIVE DEVELOPMENT
Cross-Merchandising (with “light” products)

14. CREATIVE DEVELOPMENT
Cross-Merchandising (with “light” products)
Is it healthy?
So I prefer Nutrella Vitta Natural.

15. CREATIVE DEVELOPMENT
Bookstores - Sponsored Shelfs

16. CREATIVE DEVELOPMENT
Online Stores - Virtual Sponsored Shelfs

17. CREATIVE DEVELOPMENT
Parks - Natural Gym Stations

18. CREATIVE DEVELOPMENT
Gym - Sponsored Yoga and Pilates classes.

19. CREATIVE DEVELOPMENT
Gym - Sponsored Healthy Menu

20. CREATIVE DEVELOPMENT
Restaurants - Sponsored Couvert

21. CREATIVE DEVELOPMENT
Women’s Health Magazine - Insert

22. RESULTS
Accordingly to the Client’s own words the project was
“far beyond from all others presented”
and
“there was no other way, even if we wanted to,
to not recognize the agency as the winner of this pitch”.

23. RESULTS
After hitting the market, those are some of the numbers
obtained from the POP channel:
- 200+ activated establishments;
- 280,000 approaches;
- Positive conversion rate = 37%.
(approaches turned into sales)