- Alicorp won awards in the Best-Social World categories for its "Pots that Develop" program, Innovation with Sustained Success for its Bolívar brand, and Brand Turn Around for Casino.
On the night of Thursday, May 16, the best proposals that build brands in the advertising industry were recognized. One of the companies that managed to stand out was Alicorp, a leading company in the food and mass consumption products industry in Peru, which collected three ANDA awards, standing out in the three categories that celebrate its innovation, social commitment and capacity for brand transformation.
In the “Better-Social World” category, Alicorp was awarded for its "Pots that Develop" program, through which the corporate brand deployed a strategy to publicize the work of hundreds of community pot leaders who have been part of this initiative by participating in the program that has included everything from food deliveries to the development of training so that they can start businesses that generate complementary income to their pots, leading them to be more sustainable. For its implementation, the company had the support of various allies such as the NGO Juguete Pendiente and the agencies Valor Socios de Marca, Tribeca Media Group Perú and LLYC.
“'Ollas que Desarrollo' is a program that has given us the opportunity to learn up close about a problem that affects thousands of Peruvians to work hand in hand with the women who lead these organizations. The recognition of our gastronomy could not be complete without those “chefs” who were no longer anonymous, to tell their stories and inspire with their resilience and commitment. We are proud to be recognized in this effort to place the common pots and their leaders at the center of the conversation, making their work visible and adding more allies that make Pots that Develop possible,” said Malena Morales, vice president of Corporate Affairs of Alicorp.
Likewise, the company was recognized in two more categories thanks to its emblematic brands. On the one hand, Bolívar won in the “Innovation with Sustained Success” category for its launch "Micellar Protection", developed with the support of the VML agencies, in the ATL strategy of the campaign and RT& in the digital field. This innovative formula of micellar action has been designed based on the company's deep knowledge of the consumer and thus provide superior care to the fibers of their clothing, providing valuable attributes beyond the cleaning functionality provided by the product.
On the other hand, the Casino cookie brand was awarded in the “Brand Turn Around” category for its campaign "Casino, life does not have just one flavor", developed with the creative agency VML. Its strategy directs the brand to be a symbol of diversity and exploration, with communication that reflects a genuine, irreverent and conscious personality.
“With Casino we have deployed a new strategy that connects in a genuine and close way with younger consumers, who are looking for unique experiences and free expression, as well as brands that speak to them in their own codes. Furthermore, it is a product that since its conception embraces diversity and authenticity, demonstrating that life can have many colors, flavors and nuances,” said Daniel Cuneo, director of the Alicorp Food Platform.
These awards reinforce Alicorp's role as a transforming agent in society and highlight its commitment to innovation and quality in all its products and brands.