Habib’s highlights those “outside the Cup” and bets on Rodinei, from Flamengo, in the campaign – Copa 2022

Right-back became the brand’s poster child during the World Cup in Qatar – Press Release / Habib’s

Habib’s decided to bet on who, like the Arab food chain, has no commercial connection with the World Cup, in the brand’s new campaign. In this way, he “summoned” right-back Rodinei, from Flamengo, to star in all of the company’s advertising during the period of the World Cup in Qatar.

“We are known for presenting light, relaxed and humorous campaigns. And the idea of ​​the new action is to show that those who stayed at home didn’t get hurt, quite the contrary. Anyone can watch all the championship games accompanied by the best esfirras in the country”, explained Rafael Polachini, Habib’s marketing director.

Divided into two phases, the campaign created by the AlmapBBDO agency began with a spoiler on Instagram, with a video announcing the contract between Rodinei and Habib’s. With more than 1 million views and about 4,000 comments in a few hours, the message had a positive impact, according to the brand, with a lot of fan interaction.

The second phase opened last Monday (21) and will last until December, with Rodinei with the crowd, at home, enjoying the Bib’sfihas with new flavors inspired precisely by countries that also didn’t qualify for Qatar: Italy , China, Sweden and Turkey. In addition, the chain also created the “Torcida” flavor, which includes pepperoni, mozzarella cheese, curd cheese and vinaigrette, as well as special combos for those who, for one reason or another, are not in Qatar and need to watch the games at home.

esfirras habibs copa
Brand launched four new flavors to honor countries that failed to qualify for the Qatar Cup – Press Release / Habib’s

“As this championship is being played in a country in the Middle East for the first time in history, everyone who goes to support from home can get a taste of the Arab world with Habib’s. Whether players not called up or injured, teams that were left out or fans who couldn’t travel there, there will be Habib’s for everyone”, said Daniel Oksenberg, creative director of AlmapBBDO.

According to Habib’s, the campaign includes a wide digital media plan, with activations on social networks and also on radio, out-of-home (OOH) and digital out-of-home (DOOH) media. This Tuesday (22), after Saudi Arabia’s surprising victory over Argentina, the brand even created a promotion in partnership with Brahma and based on the score of the match, 2×1, which lasted all day.🇧🇷

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