Bauducco launches a Christmas action at Guarulhos Airport, offering free panettone slices to passengers with delayed or canceled flights.
Emotional Christmas action at Terminal 3
Between December 18 and 25, Bauducco is staging a special initiative at Terminal 3 of São Paulo’s Guarulhos International Airport. The action aims to bring warmth and comfort to travelers spending Christmas away from home or facing disruptions.
The campaign is inspired by the brand’s Christmas film, set in an airport affected by delays and cancellations. By recreating this scenario in real life, Bauducco strengthens its emotional bond with travelers at one of the busiest times of the year.
Free panettone for affected passengers
Throughout the activation period, passengers with canceled or delayed flights will be able to receive panettone slices at the Casa Bauducco store in Terminal 3. To claim the treat, they must present a boarding pass for an affected flight.
The gesture turns a stressful situation into a small moment of comfort and care. In this way, Bauducco’s traditional panettone becomes a symbol of affection for those dealing with unexpected changes in their holiday plans.
Real-time tech links OOH media and flight data
Technology plays a central role in the project. The airport’s OOH media system is integrated with real-time flight data, enabling dynamic content delivery.
Whenever there is an alert for cancellations or delays longer than 30 minutes, a “yellow takeover” will appear on 18 digital screens. The targeted messages will inform impacted passengers about the special gift available at Casa Bauducco.
As a result, the action combines data, live communication and emotional storytelling. The experience aligns the brand’s Christmas narrative with a tangible, timely gesture at the airport.
Bauducco: leading panettone producer and beloved brand
Founded in 1952, Bauducco is one of Brazil’s most valuable and widely consumed food brands. It leads several categories, including toast, wafers, cookies and choco biscuits.
The brand is present in 8 out of 10 Brazilian households and is ranked as the most beloved food brand in the country, according to the Brandlovers survey by Hibou. Bauducco is also recognized as the world’s largest panettone producer.
The company operates with a modern industrial structure, counting six manufacturing plants and seven distribution centers. Its products reach more than 200,000 points of sale in Brazil and are exported to over 50 countries.
By bringing this action to Guarulhos Airport, Bauducco reinforces its image as a symbol of warmth and tradition at Christmas. At the same time, it delivers a brand experience that connects product, emotion and the realities of holiday travel.