In April 2022, A Padaria Portuguesa commissioned Global. to act as its communication agency. The first challenge was to plan and deliver communication of the company’s repositioning campaign. In addition to media advisory work – teasers, press releases and interview pitches for the marketing sector – our strategy was to suggest a range of Portuguese influencers, with a diversified profile between lifestyle and foodies, to increase the media footprint of the campaign on social networks. Differentiated press kits were devised and sent for two stages – the campaign reveal and the results of a market study. With this initiative, Global. managed to reach around 2 million users on Instagram.
For the Influencer Marketing campaign, Global. challenged Filomena Cautela and nutritionist Bárbara Oliveira to visit the A Padaria Portuguesa factory to find out how they make some of their specialities— such as the brioche croissant — and to visit the shops to sample all the novelties. Bárbara also gave an interview to Jornal d’A Padaria Portuguesa about her patients’ eating habits, and what their main concerns are.