The brand Isabela wins the Top of Mind in Rio Grande do Sul Award for the 33rd year in a row in two categories: pasta and crackers and cookies. With an index of 35.5% – an increase of 15.3 percentage points from last year – the brand becomes the very first ever in the history of the award to reach this score in the Crackers and Cookies category. In Pasta, the remembrance index was 32.4%, nearly twice over the second place.
The survey is the most important regional brand survey in Brazil, carried out every year by the Grupo Amanhã since 1991, aiming at identifying the spontaneous remembrance of consumers regarding companies. Overall, 100 categories are analyzed and 1,200 people are interviewed, which are subjected to a single question: “When you hear… (food or service), what’s the first brand that comes to your mind?”. The response given is accounted for in the results.
“We are thrilled to receive this award again, for over three decades. We believe that, if there’s Isabela, there’s a story to be told. This is our stance, which reflects the brand’s tradition in Southern Brazilian homes. It feels very rewarding to know that this trajectory is marked by great appreciation and acknowledgment of Southern Brazilian consumers, attesting our excellence and quality”, comments Luciana Ribeiro, Isabela’s Marketing Manager.
