Brand Tracker

Welcome to the automated Brand Tracker diaries.

Portugal

José Condessa’s mission was to find those who have never eaten pizza. He ended up with a new recipe.

Campaign: Pizza Corno da Aldeia

Source: https://www.imagensdemarca.pt/artigo/a-missao-de-jose-condessa-era-encontrar-quem-nunca-comeu-pizza-acabou-numa-nova-receita/

Goal: Introduce a new pizza inspired by local flavors.

Claim: Discover the taste of Sobral de S. Miguel.

Media: Instagram, Uber Eats app

Summary: Uber Eats and Lupita challenged actor José Condessa to find residents in Sobral de S. Miguel, Portugal, who have never eaten pizza. This led to the creation of a special pizza, Pizza Corno da Aldeia, inspired by local ingredients like corno cheese. The new pizza is available for a limited time exclusively through the Uber Eats app and is accompanied by digital content showcasing the reactions of the village residents.

Singapore

Gen Z perspectives: Local flavours, AI watermarks and Instagram’s new look

Brand: Pocky

Campaign: Pocky-Tiam

Source: https://www.marketing-interactive.com/gen-z-perspectives-local-flavours-ai-watermarks-and-instagrams-new-look

Goal: Connect with younger consumers through familiar local tastes

Summary: Pocky is launching limited-edition 'Kopi-O' and 'Kaya toast' flavors in Singapore to engage younger consumers by tapping into local breakfast culture as part of its 'Pocky-Tiam' campaign.

Gen Z Local Flavors Pocky Singapore

Singapore

Gen Z perspectives: Our favourite National Day campaigns

Brand: Lau Pa Sat

Campaign: Feast for our national pride

Source: https://www.marketing-interactive.com/gen-z-perspectives-our-favourite-national-day-campaigns

Goal: Encourage support for hawkers as an act of national pride

Claim: Support hawkers as an act of national pride

Summary: The article discusses various National Day campaigns in Singapore, particularly focusing on Lau Pa Sat's initiative to gamify hawker culture, Luckin Coffee's collaboration with MILO, and McDonald's partnership with Old Chang Kee. Each campaign aims to celebrate local culture and flavors in the context of Singapore's 61st birthday.

Campaigns Hawker Culture Local Flavors National Day