CRM Group, owner of the Kopenhagen and Brasil Cacau brands, celebrates the success of Easter 2023

Easter is traditionally an emblematic period for the chocolate segment and accounts for up to 30% of the annual turnover of the Kopenhagen and Brasil Cacau brands, which are part of the CRM Group.

Meanwhile, the partnership between GINGA and the CRM group has generated significant results and contributed to both the branding and business challenges of the brands. Through its integrated communication strategy and the leveraging of digital channels, the company celebrated sales of R$500 million at Easter this year. Turnover grew by 23%, with digital channels up 90% on the previous year. 

"We have achieved a very significant market share in the market while maintaining the predominant characteristic of each of the brands. We've managed to do this quite consistently [...] Sales via WhatsApp and Personal Shopper grew by 242%. These are very encouraging figures, beyond expectations. With these metrics we intend to keep investing so that in our next big seasonal event, which is Christmas, we have even more outstanding results." - Renata Vichi, CEO of Grupo CRM.

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Kopenhagen. When there is one, mark it.

In celebration of its 95 years of history, Kopenhagen has launched a commemorative line and reinforced its new positioning "When you have it, you make it" in its Easter campaign designed by GINGA.

The protagonist of the official film, the Kopenhagen bag - an object of desire for young and old alike - passes from hand to hand through different scenarios, and reinforces the emotional bond that lies in the act of opening the famous package containing the brand's chocolates alone or in company.

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Brazilian Plurality in #IssoFazRecheio

Brasil Cacau, on the other hand, presented a campaign that shows the plurality of Brazil, through the various possible ways of celebrating Easter - in an analogy to the mixture of accents, rhythms and flavors that make up the delicious filling of Brasil Cacau and our country. 

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The brand also launched Casa Brasil Cacau in São Paulo, a space that translated the concept of the campaign and offered exclusive and sensory experiences to the general public and also to influencers, with references to the four Brazilian regions.

_{Datasheet:
‍Agency: GINGA
Campaign Team
CCO: Fernanda Fontes
Creative Writing: Eduardo Pelosi
Art Direction: Alana Ribeiro
Planning: Roberta Bicudo, Vitor Rodrigues
Media, Data and Performance: Letícia Ricardo, Natalia Ottoni, Anna Jamal
Community Manager: Ingrid Marques, Bruno Silva
Project/Service Management: Gustavo Monrroy
Executive Director: Pedro del Priore, Paulo Martinez, Marcos Brabo
Head Audiovisual: Francine Azevedo
Client Approval: Lais Rosa Marques, Daniel Elias Do Nascimento, Lucca Costa Carneiro Pinto, Tayane dos Santos
Film and Photos: Páscoa Brasil Cacau 2023
Producer: Malabar Filmes
Stage director: Tiago Soban
Assistant director: Victor Xavier
Cinematographer: Gustavo Vargas
Executive producer: Albert Klinke
Production Director: Gustavo Michelin
Editing: André Tambucci
Color Grading: Paulo Mercadante
Finishing: Malabar Filmes
Audio Producer: Otzisound
Photographer: Bruno Marçal
Photography assistants: Natana Sousa and Gregório Zelada
Image treatment: João Bitencourt
Food-stylist: José Bernardo Ferber
Food-styling assistant: Weverson Oliveira
Object production: Luana Prade
Fashion styling: Diogo Brasiliano and Isabella Estevez
Fashion styling assistants: Carol Santanta and Gabi Moreira
Beauty: Julia Bachesque}