{"id":19697,"date":"2025-08-20T12:14:10","date_gmt":"2025-08-20T15:14:10","guid":{"rendered":"https:\/\/anacouto.com.br\/?post_type=cases&p=19697"},"modified":"2025-08-20T12:15:05","modified_gmt":"2025-08-20T15:15:05","slug":"mantiqueira-naturalmente-proteico","status":"publish","type":"cases","link":"https:\/\/anacouto.com.br\/en\/cases\/mantiqueira-naturalmente-proteico\/","title":{"rendered":"Mantiqueira"},"content":{"rendered":"
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COMMUNICATION<\/strong>\u202f<\/strong><\/h3>\n<\/div>\n\n\n\n
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To reposition the egg as a superfood and reinforce its relevance in the current food context, we developed a campaign focused on... Mantiqueira Extra and Jumbo Eggs<\/strong> \u2014 versions that, because they are larger, offer more protein per serving<\/strong>. Based on the insight into the growing public interest in this nutrient, we highlight the product as... \u201c"naturally protein-rich"\u201d<\/strong>, highlighting a food that is already present in the daily lives of Brazilians, but still little recognized for its nutritional potential. <\/p>\n\n\n\n

The campaign was designed to engage with different consumer profiles: families that prioritize a balanced diet<\/strong> and audiences that seek functional and healthy arguments for everyday life.<\/strong>. We opted for a positive and educational tone, elevating the status of the egg and reinforcing its quality and naturalness as key differentiators of the brand. <\/p>\n\n\n\n

In sound language, we developed a proprietary jingle<\/strong>, which explores the sound connection between "Mantiqueira" and the verb "to want" \u2014 a creative construction that associates desire, choice, and brand recall. Expressions such as \u201c100% natural\u201d<\/strong> e \u201c"premium protein"\u201d<\/strong> They were strategically chosen to reflect values sought by the contemporary consumer and to strengthen the brand's identity. <\/p>\n\n\n\n

Visually, the product was treated as the main focus. heart stamp on the shell<\/strong>, already an icon of Ovos Mantiqueira, gains prominence in dynamic compositions<\/strong>, which showcase different preparation methods and reinforce the egg as a versatile, nutritious, and reliable ingredient. <\/p>\n\n\n\n

The campaign was amplified by a multichannel media plan<\/strong>, with broadcasts on regional radio stations in strategic locations \u2014 S\u00e3o Paulo, Rio de Janeiro, Belo Horizonte, and Curitiba \u2014 ensuring presence in the consumer's daily routine. In the digital realm, the campaign unfolded into partnerships with influencers on Instagram<\/strong>, proprietary content and activation at events and gyms<\/strong>, connecting with the fitness audience and current debates about healthy eating. The experience was complemented by retail media pieces at the point of sale<\/strong>, reinforcing the brand's presence at the moment of purchase decision. <\/p>\n\n\n\n

More than just promoting a product, the campaign It repositions the category and invites the public to look at the egg with new eyes.<\/strong> \u2014 as a complete, reliable food that aligns with new consumption habits. <\/p>\n<\/div>\n<\/div>\n\n\n\n