Presentear é uma arte
Casa Bauducco®
2025
Agency
December
Ampfy
Challenge
The Problem
Position Casa Bauducco® as a premium gifting destination beyond its coffee shop perception.
Although Casa Bauducco® offered high-quality products, it was primarily perceived as a place to consume rather than a destination to buy meaningful gifts — limiting its premium potential during the most important gifting season: Christmas.
The Insight
Idea
Like a piece of art, a well-chosen gift says something about both the giver and the receiver. For affluent consumers, gifting is not just about the product — it is about signaling taste, care and intention.
A Christmas platform positioning Casa Bauducco® as a curator of gifts. Through artist collaborations, limited editions, handwritten notes and immersive in-store experiences, the campaign elevated panettone from a seasonal product into a meaningful and artistic expression of care.
My Role
Results
I contributed to the strategic development of the platform, helping explore art and luxury as cultural territories and drawing parallels with premium gifting behavior. I supported affluent audience analysis and helped guide the creative direction toward a more refined, curatorial positioning.
The strategic depth of this work helped influence Casa Bauducco’s brand positioning, reinforcing its evolution from a coffee shop perception into a premium gifting brand.
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Increased the share of upper-income consumers (A/B classes) by 2 percentage points vs. the previous year;
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Drove 6,439 store visits, with São Paulo accounting for 58% of traffic and a 6.2% conversion rate — outperforming category benchmarks
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