Branca de Neve is a flour brand highly recognised in the national market for its association with quality and consumption traditions that now spans several generations.
In such an extremely competitive market as flour, Fábricas Lusitana challenged Blue Line to create the launch campaign for its new Branca de Neve brand of flours for bread. The campaign included TV and press ads.
Video "Mais um segredo Branca de Neve ("Another Snow White Secret".)
The television advertisement builds a bridge between the past and the present. We recovered a spot from the 50s starring the actress Laura Alves, an ad shown only in cinemas at the time. The presentation of the flours took place with the effective support of baking an Easter cake. The advertisement presented the double possibility of using flour: by hand or with a machine. The press adverts were aimed at publicising the new products, as well as transmitting and reinforcing a brand that remains the absolute consumer market leader in Portugal.
The aim of the press ads was to publicise the new products, as well as conveying and reinforcing a brand that remains the absolute consumer market leader in Portugal.
Three months after the campaign, the Branca de Neve brand of bread-making flours already held a 33% share of the Portuguese market.