Entrepreneur from Salvador Adriana Ferreira, Drica, 46 years old, decided to take advantage of the buzz generated by the movie “Barbie”, which premieres on Thursday (20) in Brazil, and created a pink acarajé.
The first photo of the experiment and marketing action had more than five thousand likes and reached over 61 thousand profiles. The video of the “Barbiecore acarajé” being fried surpassed 90,000 views by this Wednesday afternoon (19).
"We were inspired by the large fast-food chains, which launched 'Barbie' campaigns and we also decided to participate as a way to leverage our sales", said Drica to CNN.
In three days, the Acarajé da Drica account, which has two points of sale in Salvador, gained more than nine thousand new followers, according to the merchant.
To achieve pink, the entrepreneur uses edible aniline, common in the preparation of cakes, sweets and does not alter the taste of food. In addition to the delicacy, Drica also created the pink tapioca cupcake, the last product of the campaign that should end on the 30th.
The release, however, was met with criticism. The Associação Nacional das Baianas de Acarajé, Porridge, Receptivo e Similares (Abam) demonstrated against the alteration of the traditional delicacy in Bahia.
“Are we going to respect what is ours, are we going to respect a heritage that is national?”, said Rita Santos, director of Abam in the stories on the association's Instagram profile.
"It's a bad joke that shouldn't have been played," he said.
“She cannot be called a Bahian, she is a saleswoman. Baianas de acarajé are those who preserve our culture, who value our ancestors. We can't even call it acarajé, it's a bean fritter. It does not value our legacy, our heritage. This is my opinion and that of the association”, said Rita in the video.
In the comments, followers were divided.
“I've seen pink hamburgers, pink sushi, pink pizza, pink cookies, pink potatoes … But only the acarajé was problematized”, said a follower.
“Congratulations on the action. As a marketing professional, I believe that you managed to adapt to the current fever and hopefully increase your sales”, said another.
Others were against the creation of the trader.
“You should respect tradition, yes. Acarajé is an intangible heritage, it cannot be mischaracterized”, wrote a user of the network.
“If any franchise dares to make any [sandwich] outside the standard established by the brand, it is immediately banned from the franchise, it is a standard to be respected. Now the acarajé, which is an intangible heritage, people think is right to make a mess”, says another.
Drica, who has been working in the market for 16 years, says he is already used to criticism.
“I went through something similar when I launched the ‘barca de acarajé’. The new is always very threatening to competitors, thus arousing negative comments and attitudes from some exceptions”, he says.
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