Nestle takes five brands to festivals in Caruaru and Campina Grande in Brazil; the investment is 10 times greater than in 2023 for the festivals, with the expectation to reach more than 6 million people in the events

SAO PAULO , June 24, 2024 (press release) –

Key Highlights:

* Nestlé takes five brands to festivals in Caruaru and Campina Grande in Brazil

* Investment 10 times greater than in 2023 for the festivals

* Expectation to reach more than 6 million people in the events

Original Press Release:

São Paulo, June 21 -- Nestlé issued the following news release:

- Consolidating its presence in the main events in Brazil , Nestlé takes five brands to the festivals in Caruaru and Campina Grande, expanding investments and activations

To strengthen its presence in the Northeast and continue to be part of regional festivities, Nestlé is present at the São João celebrations in Caruaru (PE) and Campina Grande (PB). With investment 10 times greater than in 2023, the company will adopt, for the first time, a strategy that involves several categories of the company's products. The brands Garoto, Nescafé, Maggi, Farinha Láctea Nestlé and NINHO® will be present with unprecedented activations and campaigns in online and offline media, aiming to further connect with the public and their local traditions. The expectation is to reach more than 6 million people in these two events.

The Northeast, considered one of the regions with great penetration of Nestlé brands, also stands out for the strong presence of the Garoto brand, which is Top of Mind in chocolates, especially in the traditional yellow boxes, called "amarelinhas", being the choice of 40% of the local public, in addition to the absolute leadership of Nestlé Milk Flour in the region, being synonymous with the category, and Maggi being the number one broth in the region. Sponsoring parties in Caruaru and Campina Grande is a tradition for the brand, further reinforcing this connection. During the celebrations, special actions will be promoted, including the distribution of around 210 thousand units of Garoto chocolates, as well as typical recipes with Nestlé Milk Flour.

The strategy for 2024 stands out for its innovation by adopting a multi-category approach, bringing Nestlé's most consumed brands in the region. To further expand the reach, a 360 vision was implemented that will provide, in addition to local actions at events, online activations on social media, in partnership with digital influencers, offline promotions through OOH media and exclusive recipes on the Nestlé Recipes platform. This way, it will be possible to further monitor and understand Nestlé's role not only as a trusted brand, but also as a partner that values ​​and celebrates regional traditions together with the community.

“ Nestlé constantly invests in research to understand the preferences, behaviors and needs of people in all regions of the country. The strength of São João do Nordeste shows us the importance of bringing such iconic brands to reinforce the regional impact of this tradition, which not only moves culture, but also the local economy and tourism. Furthermore, we will track the events, to increasingly understand people’s perception and connection with brands for future opportunities ”, reinforces Ionah Kochen , vice president of marketing and communications at Nestlé Brazil .

During the festivities, actions by Nestlé brands range from a program with many typical June festival options, to an unprecedented viewpoint, suspended by a crane 12 meters high. In addition, there will be actions during the Collective Wedding in Campina Grande, distribution of gifts and an exclusive setting on the traditional Ferris Wheel, where the public will be able to enjoy Nestlé brand themed booths.

Garoto Sponsorship

In Caruaru, Garoto's sponsorship began in São João na Roça, taking the Garoto Palco Truck to 13 villages in the region, starting with the district of Gonçalves Ferreira , a rural area of ​​the municipality, and ending in Sítio Xucuru, with names such as Smell of Accordion and Trio Remelexo.

As for São João in the city of Caruaru, Garoto carries out several activations over the next more than 30 days of celebration. The brand will exclusively bring to the festivities the “ Minter UAAAU Garoto ”, a suspended viewpoint where it will be possible to enjoy São João for 10 minutes at a height of 12 meters, with the most exclusive and spectacular view for taking photos, as well as tastings of Boy chocolates. To participate, you must generate a ticket on the Sympla website. The public will also be able to take advantage of the stand at the Railway Station , a completely Instagrammable space, where they can have fun in a ball pit and a roulette wheel with types of dances to win exclusive prizes.

In Campina Grande, Garoto will be present at the traditional Ferris Wheel, at the stand at the entrance to Parque do Povo . In addition, the brand also highlights the stand in the form of the Yellow Candy Box and the Serenade of Love setting to promote the traditional Collective Wedding celebrated on June 12th . Hundreds of couples will have the opportunity to experience a unique and unforgettable experience with a special procession, with decorations at the entrance and mini cakes, all offered especially by Garoto.

Sponsorship Maggi

Maggi is the official broth of São João. During every day of the event, the public can visit Vila dos Sabores , where the typical foods sold are prepared with Maggi products. Furthermore, the iconic Galinha Azul makes a special appearance, both taking the stage to the sound of the jingle produced exclusively for the parties, and in an itinerant action around the event centers.

Sponsorship Nestlé Dairy Flour

Nestlé Dairy Flour will have a strong presence at the São João festivities in the Northeast, offering more than 100,000 tastings of recipes made with the product, such as brigadeiro and cocada, showing that its flavor goes beyond traditional porridge. In addition, it will be present in the main retailers in the region, exchanging gifts when purchasing the product and promoting the special edition of the can with São João lithograph, available for purchase in the months of June and July exclusively for the North, Northeast and Rio de Janeiro , aiming to create an emotional connection with consumers. With these actions, the brand seeks to reinforce its presence and become an essential part of June celebrations in the Northeast.

NINHO® Sponsorship

With the aim of communicating the launch of the new NINHO® Adult, the brand will have a stand at the Railway Station with the theme “Surprise yourself with your new NINHO® in São João de Caruaru” , with characteristic elements of São João. In addition, it also has a personalized space for tasting the new NINHO® Adult with or without NESCAFÉ®.

The public can also take advantage of an Instagrammable area created so that visitors can interact and post their record with the hashtags #NovoNINHOAdulto or #MeuNovoNINHO and win exclusive and personalized gifts from the brand.

Nescafé Sponsorship

The presence of NESCAFÉ® in São João de Caruaru is part of a movement to rejuvenate the brand, which recently debuted the “Make Your World” campaign. The brand will be present with two stands, one at the Railway Station and the other in Alto do Moura, which allow guests to experience the most authentic experience of São João de Caruaru . To this end, at the Railway Station , we will have a stand with the “Red Mug Nescafé” on top, the brand's famous red coffee cup, which has a smoke system with the irresistible smell of coffee to attract everyone's eyes and smell. that pass through the structure.

Furthermore, at the Station an Instagrammable space was created with the brand's symbol, the accent, for fun photos and the stand also has the game "hit the ball in the Mug" in which people can throw the ball and compete for prizes and coffee tasting. At Polo Alto do Moura, whoever takes a photo with the polaroid at the stand will win a tasting and Nescafé gifts. The brand will also have a special, personalized cart at Casa Rosa, selling all its products to event visitors.

About Garoto

Chocolates Garoto , located in Vila Velha (ES), is one of the 10 largest chocolate factories in the world. The company has a portfolio of more than 80 products. Among them are boxes of chocolates, tablets, Easter eggs and chocolate for culinary use such as toppings and soluble powder, which can be found in more than 50 countries. Its biggest successes are Caixa Amarela and Tabletes Familiares with the Garoto brand; the Baton and Talento chocolates and the Serenata de Amor bonbon.

About Nestlé

Nestlé has been operating in Brazil for over 100 years and continues to renew its commitment to society, as a mobilizing force that contributes to bringing nutrition and well-being to billions of people, creating an environment of inclusion and opportunity for thousands of Brazilians and be the most sustainable food producer in the country. The company employs more than 30 thousand people in Brazil and has 20 industrial units located in the states of São Paulo, Minas Gerais , Bahia , Pernambuco , Goiás , Rio de Janeiro , Rio Grande do Sul and Espírito Santo, in addition to three distribution centers and more than 50 brokers (responsible for sales, promotions, merchandising, storage and distribution). Committed to good practices that go from the field to the consumer's table, the company has thousands of supplier producers participating in quality programs in the cocoa, coffee and milk chains, which guarantee sustainable production and bring modernity to the field, including in the chain . In addition, it maintains initiatives in factories such as minimizing the use of water and energy and reducing greenhouse gas emissions, reforestation actions and continuous innovations in increasingly sustainable packaging. Nestlé Brasil is present in 99% of Brazilian homes, according to research carried out by Kantar Worldpanel.

Disclaimer: The Above Content is Auto-Translated

[Category: Food, Packaged Foods & Meats , Business Expansion]

Source: Nestlé

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