Ambev · Brahma · 2022
Down South, every barbecue is Brahmoso
A regional plan for Brahma to speak to the South’s pride in its barbecue.
- Client
- Ambev · Brahma
- Year
- 2022
- Market
- Southern Brazil
- Disciplines
- Regional · Content · Media
Problem
Brahma needed a plan for Paraná, Santa Catarina and Rio Grande do Sul, with R$4 million. In the South, grilling has no set time and every city has its own way of doing barbecue. A generic national message wouldn’t speak to that regional pride.
Insight
In the South, barbecue is a meal with no set time. Add Brahmosidade, the creaminess only Brahma has, and you get a simple rule: whatever the occasion, everything is better with a barbecue and a Brahma in hand.
Solution
A geolocated concept, "Down South, every barbecue is Brahmoso", and the hashtag #ChurrasBrahmosos. The plan had four phases: warm-up with barbecue and football creators; amplification with film, radio, TV placements and out-of-home with a local accent; sustain with content series such as Churras das Gurias; and a Barbecue Cup during the World Cup. In-store, activations at steakhouses, butchers and supermarkets, with Zé Delivery.
Creative execution
Out-of-home with a local accent