Below you’ll find some works done in the position of Marketing Director of Habib’s Group.
Habib’s is the biggest brazilian fast food chain and has 2 main brands: Habib’s (Arabian food) and Ragazzo (Italian food).
Me and my partner agencies Publicis, PPM (In-house) and FutureBrand, transformed Habib’s into a communication case in Brazil.
As this site is focused on my creative work, I will focus on creative executions instead of their strategies and business results.
The Ragazzo challenge.
The challenge for this project was to create a brand positioning, identity and experience to lead the business transformation.
The restaurant was still seen as a generic Italian fast food brand, besides, its main product is the coxinha (a fried snack made of soft dough filled with shredded chicken), which is typically Brazilian.
The visual identity looked outdated and wasn’t integrated with the omnichannel experience.
The point-of-sale was dark and didn’t transmit the brand’s values.
The solution.
Ragazzo is part of people’s routine, whether for home delivery, in restaurants, or subway kiosks. Its new visual identity brought vibrant colors and patterns that convey its products’ textures. The verbal identity brings the crunch + 'mmm' sound – conveying its crunchy outside and soft inside, a quality that dominates most of the chain’s menu. We gave the store a sensorial experience, connecting app, website and campaigns with Ragazzo’s best: irresistible little snacks.
The result.
Ragazzo has been transformed into an on-the-go chain with a unique personality and affordable quality food. Ragazzo went from an Italian restaurant with coxinha to a specialist in delicious food for any time. From just easy, to easy and indulgent. From popular, to cult status across all classes. From restaurant-based, to on-the-go driven. From generic experience, to connected brand experience.
“FutureBrand’s team had the sensitivity to lead the work of a brand that had family origins, where the logo was a basic illustration of the face of the founder’s son, to transforming it into a global, contemporary brand that truly expresses the values practiced and projects a strong and beautiful visual identity”
André Marques, Marketing Director
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The opportunity.
Rock In Rio is the biggest music festival in the world. The main edition happens in Rio de Janeiro, the second biggest selling area for Habib’s. Besides that, Rock In Rio has a streight connection with young people, the main target for Habib’s.
A small detail that made difference: the ice cream scoop.
Habib's had the exclusive sales of ice cream in the rock arena. A small detail on the packaging, turned the Habib's ice cream pot into one of the most disputed souvenirs of the event: we made the plastic spoon guitar-shaped.
The cups: Habib’s + Rock In Rio all over Brazil.
To take Rock In Rio to all Habib’s stores, we created a collection of promotional cups inspired by the Habib's logo: a genius.
We made a caricature of great rock geniuses starting from the design of the genius of our logo.
The cups came as a gift when buying combos (meal + drink).
10 Million cups distributed all over Brazil.
+30% soft drinks and juices sell-out.
Agency: PPM (In-house Habib’s) Role: Marketing & Creative Director- - - - - - - - - - - - - - - - - - - - - - -
The Habib’s challenge.
Being a player in a industry that has brands like McDonald’s, Burger King, Subway and a lot of others known brands coming to the market is not an easy task. They are bigger, have more structure and more money than a local brand.
With good advertising, we tryed to reduce this structural gap. The results speak for themselves (news in portuguese):
Habib's at the top 5 most remembered brands among young Brazilians.
Habib's among the 20 best campaigns in Brazil in 2016.
The King and The Clown: the sandwiches that no one has.
Habib's is a Brazilian brand, known for it's esfihas (typical arabian food), which competes equal to global giants.
This time, our fellow competitors were sad with our releases.
In this TV spot, we made a parody of a famous Big Mac music:
Agency: Publicis
The best gift in the world.
October, 12th is Children's Day and also Habib's biggest shopping day in the year.
All because Habib's restaurant offer a space for socializing between parents and children.
Agency: Publicis
Political moment.
In 2015, Brazil faced a very adverse political climate with the president's impeachment and several cases of corruption.
The right party was hoping for the president “to fall” in the impeachment process. When it happened, we did this:
Agency: Publicis
And the controversy of the graffiti in the city of São Paulo were not left out either.
Agency: Publicis
Unemployment.
In 2014, Brazil achieved the highest index of unemployment in its history. Our clients were out of wor and without pay. We could not sit still. We donate our commercials to clients announce their resumes. It was the movement #everyonehelpingeachone
Agency: Publicis