GOOD FOOD, GOOD LIFE ON BOARD by B+G for Nestle

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GOOD FOOD, GOOD LIFE ON BOARD

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Industry Supermarkets, Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market Brazil
Agency B+G
Art Director Alex Diniz, Ana Paula Moreno
Producer Ligia Rovere, Rodrigo Ferreira, Raquel Carletti, Daniele Doria
Released March 2011

Credits & Description

Category: Environmental PR
Advertiser: NESTLÉ
Product/Service: FLOATING SUPERMARKET
Agency: B+G
Chief Executive Officer: Luis Bartolomei (B+G)
Chief Creative Officer: Rodrigo Costabeber (B+G)
Art Director: Alex Diniz (B+G)
Art Director: Ana Paula Moreno (B+G)
Producer: Ligia Rovere (B+G)
Producer: Daniele Doria (B+G)
Producer: Rodrigo Ferreira (B+G)
Producer: Raquel Carletti (B+G)
Account Director: Evelyn Andrade (B+G)
Account Manager: Alessandra Christiansen (B+G)
Planner: Alexandre Mori (B+G)
Architect: Luiz Correa (Ello)
Product Manager - Bop: Renato Pires (Nestlé Brazil)
Media placement: Consumer PR - Zero Hora, Valor Econômico, LeJournal, Le Usine Nouvelle, Jornal Oje, Jornal Do Comercio... - March/2011

Summary of the Campaign
Nestlé has been developing the social program of door-to-door sales called 'Nestlé até você' (Nestlé coming to you) with the aim of providing nutrition and creating income opportunities for needy communities. Our challenge has been to make the program get to the riverside population of the Amazon region in order to nourish families, create jobs and raise people’s environmental awareness. Based on a study of the local shopper behavior, we created the first floating supermarket in Brazil to take more than 300 products to over 18 low-income communities thus supplying grocery items to more than 800,000 people a year, and this project reverberated not only in the Amazon region but also in many different countries and many different medias.

The Situation
Riverside communities from all over the Amazon region have hard and difficult access to all sort of needs, especially supermarkets. Boats are used as the main form of transportation to keep life going.
A simple grocery shopping trip is a huge and expensive task and the floating markets are the only solution, maintaining delivery services restricted to the basics - gas, fuel, meat, rice and beans, matches, mail, etc. Everything has to be done by boats.

The Goal
From Belém to Santarém, there are many different riverside communities living in isolation and limited by the huge waters of the Amazon river.

This project was developed not only to deliver good products for the people in the communities by the river, but also, spread an environmental consciousness through recycling workshops and proper waste disposal.

The Strategy
When Nestlé repositioned as a Health, Nutrition and Wellness company, it created a huge challenge for its more than 400 subsidiaries throughout the world: to rewrite the company’s history based on a commitment far beyond feeding with quality, but to take over a crucial role in the quality of life of those people living wherever Nestlé can reach, all over the world. The new brand essence came clearly to ensure this purpose: ‘Enhancing the quality of life with good food and beverages, everywhere.

Brazil has a continental dimension. A 'continent' distributed through more than 8.5m km-square. The 5th largest country in the world, with special attributes when we talk about natural and cultural diversity and territorial extension.

Nestlé’s 'everywhere' positioning in Brazil has really become a challenge. The Amazon region is the largest and more needy among all the others, covering almost 40% of all Brazilian land. The access to the riverside communities at the Amazon Basin represents one of the most severe obstacles in the North region; and so Nestlé took it as a special challenge, not only a logistical one, but also a strategic one, totally aligned with the corporative beliefs and vision.

Based on a study of the local shopper behavior and needs, we created the first floating supermarket in Brazil to take nutritional products and environmental awareness in more than 18 low-income communities across the river thus supplying grocery items to over 800,000 people a year.

Execution
We designed the adequate architectonic structure, communication and ambientation for a 100m-squared supermarket built on a 27.5 meter ferryboat to deliver Nestlé products that never reached these needy people before.

With 90 tons' worth of capacity, we could fix shelves to expose more than 300 varieties of products and points for collecting and recycling material.
The boat team is composed of a skilled staff trained not only to deliver the products but to get deep inside teaching recycling and the best nutrition practices.

Documented Results
- Repercussion in many different countries and different media's;
- Revenue in spontaneous media 10 times bigger than the value invested in communication;
- Partnership with other companies in the Environmental Education Program;
- More attention from local government over the sustainability questions;
- 1,800 km navigated by the river;
- Almost 30 visited cities (12 cities more than expected);
- Over 1,200,000 satisfied consumers (50% more shoppers than expected);
- Monthly sales increase.