The Polenghi Sauce Club, a line of delicious cheese-based products for dipping favorite snacks in, sought to break down barriers and generate consumer desire among a young audience plugged into fast food, games and entertainment.
Ginga was responsible for the positioning "É Hora de Chuchar", which was leveraged so that consumers created an affinity with the brand at various points of contact and moments of consumption.
The campaign strategy was designed to impact consumers aged between 18 and 35, with interests in games, cinema, snacks and fast food.
The campaign explored visual presentation and appetite appeal to represent indulgence. The image of different snacks being slurped into a pot of cheddar sauce, on occasions that young audiences with a passion for pop culture can identify with, aroused viewers' desire.
The starting point for the campaign was the activation opportunity at Cinemark and, from there, an integrated impact campaign was planned for different channels.
Agency and client worked together to enhance the language and visual identity of the film. The goal was to meet the expectations of the campaign and guarantee the deployment of assets for ongoing work with the brand.
With contemporary language and mouth-watering images, the main film shows that different snacks, such as vegetables, French fries, sandwiches, pizza and snacks, go well with the line of sauces.
At Cinemark, the film was shown in 12 theaters and the special combo, with 2 fries and 1 Cheddar Sauce Club, was sold in the cinema's snack bars.
The main piece also had online media spin-offs, such as a version in which the snacks fell from the screen towards the product's pot as in a game, and generated creative conversations connected to the target audience. The activations took place on Instagram,
YouTube and Cazamba.
The campaign also grew with the involvement of creators, who received a box imitating a giant jar of Club do Sauce Sabor Cheddar. In the kit, in addition to the product and snacks to taste, there were items related to the world of movie-goers, such as a headset, cloud slipper and bathrobe.
The campaign reached and involved more than 9.9 million strategic consumers for the campaign, from the internet, cinema to the point of sale.
The creators' content was viewed more than 1.3 million times, with the work of @igorzismos and @gabicattuzo standing out.
Success was also recorded with the sale of the product in the combo created especially for sale at Cinemark. There were more than 3,000 sales during the action.
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