Branca de Neve is flour brand well recognized in the Portuguese market, and associated with quality and a history of consumers spanning several generations.
In a highly competitive market such as flour, Fábricas Lusitana challenged Blue Line to create the launch campaign for new bread flour for the Branca de Neve brand.The campaign included television and press adverts.
Another secret Branca de Neve
The advert made for television is designed as a bridge between the past and present. We recover a piece from the 50s, with the actress Laura Alves playing the leading role, an advert that was only shown in the cinema at the time. The flour was presented as being used to make traditional Portuguese Easter bread (folar), and the dual option of using the flour by hand or with a machine was shown.The press adverts aimed to disseminate the new products, and convey and consolidate the brand as the market leader in Portugal.
The advertisements were intended to promote the new products, as well as transmitting and strengthening a brand that remains the absolute leader in consumption in Portugal.
Three months after the campaign, the Branca de Neve bread flour already held 33% of the Portuguese market.