The most famous ketchup brand in the world arrived in Brazil last April, acquiring the Brazilian local brand, QUERO. Surprisingly, its first (just launched) massive campaign in the country supports the acquired brand, aiming to consolidate its leadership in the vegetable and tomato sauce segments.
RINO COM has taken care of the QUERO brand for the last 10 years and was re-named its agency of record.
After developing comprehensive research with Brazilian consumers, the positioning strategy adopted is endorsing the consumers’ preference for the brand and its products, qualifying their market leadership and strong position. “Quero” in Portuguese means “I want” and the tagline of the campaign reads “Quero. A mais querida” which means “the most wanted” and “the dearest”.
This campaign shows HEINZ plans for QUERO’s continued growth.