Assaí launches regionalized marketing campaign in North and Northeast Brazil

Assaí has launched the ‘Giro da Economia’ campaign, a regionalized marketing initiative targeting consumers in the North and Northeast regions of Brazil. The campaign utilizes a news-style format, featuring anchors, reporters, and ‘breaking news’ segments to present retail offers.

By incorporating local accents and cultural references, the company aims to make its communication more relevant to specific markets, including Ceará, Maranhão, Piauí, Paraíba, Pernambuco, Alagoas, Sergipe, Bahia, and Pará. The initiative includes an extension called ‘Plantão da Economia,’ which uses the sense of urgency found in news broadcasts to highlight shopping opportunities.