Imagine a traditional Italian Christmas cake, virtually unknown in the United States, becoming an essential part of the holiday festivities. This isn't just a fairy tale—it's the real-life success story of Bauducco Foods and Samba Rock, and how together we transformed the Panettone into a beloved holiday treat across America.

From Unfamiliar to Unforgettable

It all began in 2014 when Valter Klug, who was a Creative Director at Y&R Miami, met Erik Volavicius, Bauducco's Marketing Director. Erik had recently been expatriated to the US and faced the challenge of expanding into this market with a modest budget. Bauducco wanted to break into the US market but faced a daunting task: marketing Panettone, a product that Americans didn't even know existed. The early success of this endeavor not only established a lasting relationship between Bauducco and Samba Rock but also inspired the formation of the latter. 

The Rise of the Panettone

By 2016, the partnership took off, and Samba Rock became Bauducco's Digital Agency of Record in the US, launching its website and social media presence. We kicked things off with a bang by bringing Buddy Valastro, the "Cake Boss," into the fold. This celebrity endorsement was just the beginning of Samba Rock's innovative strategy to make Bauducco synonymous with Panettone.

In the following years, the campaigns grew more creative and ambitious. With "Hard to describe; easy to love," Samba Rock, alongside Crispin Porter + Bogusky, tackled the challenge of building a new category for Panettone in the American market. We took storytelling to the next level by turning Times Square into a canvas of personal connections, garnering advertising awards, and setting a new benchmark for emotional marketing. 

The Sweet Taste of Success

Bauducco Foods, with Samba Rock by its side, didn't just introduce a new product—they created a cultural staple. Their Panettone is now the holiday cake of choice in the US, and the launch of a Bauducco factory in Miami a couple of years ago, added to the recent announcement of a new plant and distribution center in Zephyrhills, Florida, mark Bauducco’s triumphant establishment as a global brand.

This isn't just a case study; it's a testament to the power of vision, partnership, and cultural connection. Bauducco and Samba Rock have baked our way into the hearts of Americans and lived happily ever after.

About Samba Rock

Samba Rock is a unique brand accelerator, redefining the journey of market entry and growth for businesses venturing into the dynamic US market. Specializing in guiding international brands, revitalizing stagnated US businesses, and propelling post-Series A startups, we offer a unique blend of market research, branding strategies, and e-commerce solutions. 

So far we have worked with brands such as Bauducco Foods (the world leader in Panettone cakes and America’s #1 wafer manufacturer), The Nature Conservancy (the #1 nature-focused NGO in the world), Conchita Foods (one of the largest Hispanic food brands in the US), Guaraná Antarctica (one of the 3 most memorable brands in Brazil, owned by AB-Inbev, world’s largest brewery), Cia Maritima (largest swimwear brand in Latin America), Saphirus (largest Argentinian brand of air fresheners), Carozzi (Chile’s leader in pasta and cookies), Tonnino (top gourmet tuna brand, from Costa Rica), Chrysal (global leader in plant food), Tramontina (leader in cookware in South America), among others. 

With offices in the US and Brazil, and professionals spread across the globe, we leverage our expertise in cultural adaptation and strategic market planning to transform market challenges into opportunities for success, helping brands navigate and thrive in the competitive American landscape.