COMMUNICATION

Camponesa's communication comes to life in an integrated campaign that translates how Flavor is Created Together. Starting from the purpose "To make affections new flavors," we seek to understand the connection between affections and flavors in Brazilian food, which already considers food preparation and sharing at the table as elements that make meals even better. 

This takes shape with the goal of showing how every situation gains more flavor with Camponesa, making shared moments even more enjoyable and special, going beyond taste and expanding into emotional experience.  

That's where the creative concept comes from. If, for example, there are the flavors "chocolate" and "strawberry," Camponesa brings the "Flavor of Life," transforming the good moments we live together into flavor names. 

EXECUTION

In a 360º campaign involving film, radio jingle, digital pieces and OOH media, we propose synesthetic flavors, which involve a lived experience with people we like. Some of them are "Flavor tells me everything, except the time," for a conversation at the table between father and son, and "Sunday flavor at grandma's house," for a family gathering, full of affection and delicious recipes.  

Visually, we present situations experienced both inside and outside the home, also deviating from category standards, and we emphasize food preparation, alluding to the creativity in the kitchen that is characteristic of the brand, rather than simply tasting what is already prepared. The "OC" of Camponesa appears as a graphic element that encapsulates these situations, marking the brand's presence and contributing to the recognition of the new asset, which is also a highlight in the new packaging.