Perdigao Promo, Case study POP UP by Y&R Sao Paulo

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Industry Confectionery & snacks, Snacks
Media Promo & PR, Case study
Market Brazil
Agency Y&R Sao Paulo
Creative Director Alexandre Vilela, Felipe Gall
Art Director Daniel Salles
Copywriter Laura Esteves
Account Supervisor Sylvia Panico
Released February 2011

Credits & Description

Category: Best Use of Screens
Product/Service: CHICKEN POPCORN
Agency: Y&R
Date of First Appearance: Feb 6 2011
Entrant Company: Y&R, São Paulo, BRAZIL
Chief Creative Officer: Rui Branquinho (Y&R)
Creative Director: Alexandre Vilela (Xa) (Y&R)
Creative Director: Felipe Gall (Y&R)
Copywriter: Laura Esteves (Y&R)
Art Director: Daniel Salles (Y&R)
Account Supervisor: Sylvia Panico (Y&R)
Advertiser's Supervisor: Eduardo Bernstein (BRF Brasil Foods)
Account Manager: Flavia Fusco (Y&R)
Motion Design: Dalton Uehara (Y&R)
Media placement: Cable TV - TVA - 06/02/2011

Insights, Strategy & the Idea
Perdigão needed to place the Chicken Flavoured Popcorn product as a quick and easy snack that could be part of the consumer’s routine. To do so, it was crucial to get the consumer’s attention, already overloaded with snacks TV ads. The solution was not to create another TV commercial, but indeed a new media.

Creative Execution
The idea was to use a cable TV feature that allows the consumer to be alerted of a specific upcoming attraction within 3 minutes before the show’s start, the exact time needed to prepare the product.

Results and Effectiveness
Perdigão’s Chicken Flavoured Popcorn was finally placed as a TV snack and has dramatically increased its sales.