Crisis demands solidarity and accelerates digital sales at Easter

Easter is one of the biggest events in Brazilian retail and responsible for leveraging the chocolate industry's revenue for the whole year. In 2020, however, the holiday arrives with a different scenario. The brands had already presented their novelties and prepared to fill the gondolas, when the spread of the new coronavirus led to the closure of non-essential trade and made governments institute social isolation. These events resulted in a new reality for Easter 2020. An online survey conducted by Google between the 7th and 19th of last month showed that seven out of 10 Brazilians believed they would change plans or customs this year due to the pandemic. Among the solutions for the traditional purchase of chocolate eggs, 51% will avoid busy times, 26% intend to buy online and 12% should stop buying chocolates on the festivity. The online shopping solution has also become an opportunity for companies, which have started a race to make their portfolio available online and redouble care with the logistics structure of chocolate delivery. Lacta, a brand in Mondelez International's candy division, structured four digital channels for the period. The company launched the website www.lactaemcasa.com.br, which by geolocation directs the consumer to all retailers that have e-commerce, in Brazil, and relaunched the Lacta Store, with deliveries in São Paulo, Campinas and Jundiaí. The company also offers its portfolio by Americanas, at UberEats, and has partnered with delivery applications. In addition to direct sales, the company encourages consumers to gift their loved ones by sending products to their homes. "Many families will spend the holiday apart, so we believe that this simple gesture can bring people together, even if they are in their home," explains Leonardo Tonini, director of new business at Mondelez Brasil. This urgency has taken over the entire market. Premium chocolate brand Lindt anticipated the launch of its e-commerce and started selling it through delivery apps. Another solution applied by Brasil Cacau, part of the CRM group, which also owner of Kopenhagen, was the sale by messaging applications such as Whatsapp. "We are receiving many requests from consumers who do not want to pass the date without an Easter egg from Brasil Cacau," says Maricy Gattai, marketing director of the CRM Group. Cacau Show, with the support of franchisees, has developed a drive-thru system in which customers place orders and remove the products inside the car itself. Gabriel Lima, CEO of Enext, a company focused on e-commerce services that has worked on the development of Lacta's digital sales strategy, believes that the crisis can be a catalyst for companies to consolidate their digital transition processes. "The changes that were already happening gradually, will now be accelerated. Therefore, the moment we are living, one way or another, will strengthen e-commerce even more", explains the executive. Despite the investments, it is certain that Covid-19 will leave a negative mark on easter 2020 performance. As Alê Costa, CEO of Cacau Show, says, "Given the scenario in which we are living, we cannot predict an estimate of the impact. We're taking it one day after another. We are dedicating ourselves and putting all our efforts to reduce losses." In an official statement, Nestlé, which had already supplied the points of sale, said it is too early to quantify the damage and that it is working to ensure the supply of food and beverages throughout the country, in the different segments in which it operates. In reaction to this moment, some campaigns were developed to stimulate consumption. With the support of the Brazilian Association of the Chocolate, Peanut and Candy Industry (Abicab) and the Paulista Association of Supermarkets (Apas), chocolatier Renata Penido and packaging company Cromus Soluções launched the movement #PáscoaAtéJunho, which suggests that the moment be celebrated also in the next two months. Abicab and Apas also launched on Wednesday, 08, the campaign #VaiterPáscoa to encourage the date to be celebrated even in isolation and suggest that purchases be made safely. In addition to finding new sales solutions, the crisis required brands to adopt a new positioning. Lacta, for example, started using the motto "Lacta. Every little bit comes together. Even though everyone is in his lair." Created by Wieden+Kennedy, action bets on the reflective tone and focuses on the relationship between people. Social responsibility actions also entered the strategy. Lacta has increased her Solidarity Easter project by 50 times, which donates eggs to institutions that care for vulnerable people. Half a million units will be distributed. Lindt chose to gift the health professionals who are at the front of the fight against the pandemic with their products. The donation will also be extended to institutions such as Children's Villages, Hope House, AACD and GRAAC. Brasil Cacau and Kopenhagen, brands of CRM, are encouraging blood donation, offering eggs to people who donate blood at the Hemocentro da Santa Casa de São Paulo in the action #AdoceAVidaDeAlguem.