DIGITAL MARKETING: VOVÔ MINEIRO PÃO DE QUEIJO
Vovô Mineiro Pão de Queijo is a traditional cheese bread shop in the city of São Caetano do Sul - Brazil. Founded in 1979, the establishment prospered by offering quality products and service at affordable prices, selling its products exclusively in person. In 2020, the management of the restaurant created a delivery service and hired Merli Marketing to manage the establishment's social media.
During the marketing diagnostic process, we identified that the visual identity of Vovô Mineiro Pão de Queijo did not express the quality and tradition of the products offered. Therefore, there was a need to create a new visual identity for the establishment before we began the advertising strategy on social media.
We created a new visual identity by changing the name of the establishment from "Grandpa Mineiro’s Cheese Bread" to "Grandpa Mineiro Cheese Bread" ("Pão de Queijo do Vô Mineiro” to “Vovô Mineiro Pão de Queijo” in Portuguese). It was a subtle but significant change. The word “Vovô” (Grandpa, in English) expresses affection and is in line with the image that many customers have of the establishment: a family place that many of them frequented as children, accompanied by their parents and grandparents.
A warm color palette was also adopted so that the logo would reinforce the idea of comfort and home-cooked food.
CREATING STRONG AND COHESIVE BRAND CONTENT
An editorial line, design and color scheme were created for Vovô Mineiro Pão de Queijo's social media communication. All communication began to show photos of mouth-watering products, accompanied by a warm color palette, with the aim of conveying the concept of comfort and a place for good home-cooked food.
We then started creating content of interest to the public as a way of attracting consumers to a funnel of links in which the customer can download the digital menu and place their order by phone or WhatsApp.
RESULTS
In the first year of the contract, the brand repositioning strategy resulted in a 100% growth in the number of followers on Facebook and Instagram, in addition to an 85% increase in the volume of delivery orders.
