FRESH FISH PACKING by J. Walter Thompson Sao Paulo for Gomes Da Costa

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FRESH FISH PACKING

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Industry Canned Food
Media Print, Magazine & Newspaper
Market Brazil
Agency J. Walter Thompson Sao Paulo
Art Director Lucas Aguiar
Copywriter Marlon Zanatti
Photographer Regis Fernandez
Account Supervisor Luciana Rodrigues Advertiser Supervisor:, Gustavo Nobre, Bruno Yantob
Released March 2012

Credits & Description

Category: Best Temporary In-Store Displays in a Promotional Campaign
Advertiser: GOMES DA COSTA
Product/Service: GOMES DA COSTA
Agency: JWT BRAZIL
Executive Creative Director | Creative Director: Roberto Fernandez (JWT)
Executive Creative Director | Creative Director: Ricardo John (JWT)
Copywriter: Marlon Zanatti (JWT)
Art Director: Lucas Aguiar (JWT)
Art Buyer: Renata Sayao (JWT)
Illustration: Luis Roberto (JWT)
Photographer: Regis Fernandez (JWT)
Planner: Fernand Alphen (JWT)
Account Manager: Fernanda Antonelli (JWT)
Account Supervisor: Luciana Rodrigues (JWT)
Account Supervisor: Bruno Yantob (JWT)
Account Supervisor: Gustavo Nobre (JWT)
Graphic Producer: Flavio Schaefer (JWT)
Graphic Producer: Flavio Colella (JWT)
Graphic Producer: Maira Chinaglia (JWT)
Media placement: Ambient - Supermarket - Walmart - 24 March 2012

Describe the objective of the promotion.
We need to show to consumers that our fish is so healthy like a fresh fish. So, we impact our consumers and those who buy only fresh fish near the fish market inside supermarkets.

Describe how the promotion developed from concept to implementation.
To impact our consumers and fresh fish buyers, we need to show them our cans in a desirable way that enhances all properties of the product.

Explain why the method of promotion was most relevant to the product or service.
The objective of campaign is to increase the knowledge of the fresh fish properties that our product has. So, we install in the supermarket a small in-sotre display with a fisherman that sells our product inside an origami made of newspaper.

Describe the success of the promotion with both client and consumer including some quantifiable results.
That way we call consumers attention and explain that our fish inside cans has the same properties of a fresh fish. In the first two hours of promotion almost 200 cans were sold and a thousand people were impacted with our promotion.