Café Moinho Fino, a traditional and genuinely Goian brand, faced a major challenge: strengthening its market position and expanding its visibility in a competitive segment dominated by established national brands. Operating exclusively in the state of Goiás, the company sought to grow and stand out as the top choice for local consumers. To achieve this goal, Dois Z Publicidade was hired to develop and execute an integrated communication strategy.

How to stand out among consolidated national brands?

• Differentiate the brand in the local market, where consumers are used to large national players.
• Increase the visibility and reach of Café Moinho Fino among different audiences.
• Generate an emotional connection with consumers from Goiás, reinforcing the feeling of belonging and regional pride.
• Consolidate the brand as a reference in the coffee segment in the state of Goiás.

The Strategy That Changed Everything: An Unbeatable 360º Campaign

To achieve the client's objectives, Dois Z Publicidade developed a 360º , integrated, and omnichannel campaign that enhanced Café Moinho Fino's presence across multiple channels, with a strong appeal to regionality and proximity to consumers in Goiás.

Traditional Media: Memory and Local Connection

Objective: To construct an emotional narrative that connects Café Moinho Fino to the life and culture of the people of Goiás, strengthening their regional identity.

• Television Commercials:
  The TV campaign featured exciting stories from everyday life in Goiás, showing Café Moinho Fino as part of the tables and special moments of local families. The commercials featured images of coffee plantations in the state, scenes of family breakfasts and even a slogan that spoke directly to the public: “Our purest coffee”. The insertions were made during prime time and high-audience programs, such as soap operas and regional news programs.
• Radio:
  Advertising spots were developed with catchy jingles that explored the pride of Goiás, with the rhythm of country music. The insertions were made at strategic times, such as mornings and late afternoons, reaching drivers and workers.
• Magazines and newspapers:
  Elegantly designed advertisements were published in local media outlets, reinforcing the care taken in coffee production and the brand’s success story.

Outdoor Media and OOH: Capturing the Eyes of the Streets

Objective: To ensure a strong presence and reinforce brand positioning in high-traffic environments.

• Outdoor and LED Panels:
  Strategic points were chosen in the main cities of Goiás, such as Goiânia, Anápolis and Aparecida de Goiânia, among others. The messages were short and eye-catching, such as “Coffee is in the air…”, accompanied by vibrant images of a cup and product packaging.
• Elevators:
  In commercial and residential buildings, advertisements took advantage of elevator waiting times to communicate the differences of Café Moinho Fino, such as its artisanal quality and unmistakable flavor.

Digital and Programmatic Media: Total Impact on the Online Environment

Objective: To impact audiences in digital environments with personalized messages, maximizing connection with different consumer profiles.

Google Search:

Café Moinho Fino was strategically positioned in Google searches through sponsored link campaigns. The team used highly relevant keywords, such as “artisan coffee”, “best coffee” e “buy coffee”, to capture the intentions of consumers who were already looking for products in the segment.
Additionally, the brand appeared at the top of the results when consumers searched for coffees in supermarkets or coffee promotions. The use of responsive ads ensured that the message adapted to different formats and devices.

YouTube:

To visually engage consumers, Dois Z Publicidade produced short and attractive videos showing:

• The artisanal production of Café Moinho Fino;
• Testimonials from consumers who love the taste of coffee;
• Creative recipes using the product.

The videos were shown before popular content on YouTube, especially in categories such as cooking, lifestyle and news, reaching diverse audiences. They were also used as advertisements to further expand the brand's reach.

Social Media and Influencers: Humanizing the Brand

Objective: To strengthen Café Moinho Fino's digital presence and create closer connections with its audience.

• Instagram and Facebook:
  Dois Z developed visual and interactive content, such as:
  • Practical recipes that used coffee;
  • Behind the scenes of production, showing the artisanal process;
  • Testimonials from real consumers, connecting emotionally with the audience.
    Stories and Reels with relaxed language generated high engagement, reaching different age groups.
• Partnerships with Local Influencers:
  To reinforce the brand's authenticity, influencers from Goiás with significant regional influence were chosen, such as chefs, local TV show hosts and lifestyle content creators. These influencers shared their experiences with the coffee, increasing consumer credibility and trust.

Retail Media: Highlight at the Point of Sale

Objective: To ensure that Café Moinho Fino was the first choice of consumers on the shelves.

Highlight campaigns were implemented in large local retailers, such as regional supermarkets. Exclusive displays and promotions at strategic locations boosted sales, while tastings in supermarkets allowed new consumers to try the product.

Goiás' Favorite Coffee

The strategic and integrated execution of the campaign brought significant results, consolidating Café Moinho Fino as the market leader in the state:

• The Most Consumed in Goiás:
  Café Moinho Fino was elected the most consumed coffee in the state, according to the Nielsen 2024 survey.
• Top 5 Regional (MS, GO, DF):
  The brand stood out as the only Goian coffee among the region's leaders.
• Goiano Pride:
  The campaign generated strong emotional identification with consumers, transforming Café Moinho Fino into a symbol of tradition and quality.
• Increase in Sales:
  Being present on the right channels and connecting emotionally with the audience resulted in significant growth in sales and brand visibility.

These results reinforce the impact of a well-planned strategy aligned with the public's values. Café Moinho Fino not only achieved market leadership in the most consumed coffee, but also became a true symbol of pride for the people of Goiás.

With a strong brand and a loyal consumer base, the path to the future is even brighter.