Brazil Heinz has launched a pickles-flavored ketchup that has attracted attention because it tastes very much like McDonald’s. Despite this, Heinz Ketchup is not being served in any of the famous fast food chain’s stores. So, Heinz decided to play with that by becoming the Official Sponsor of the Other Mcs”, in other words, the Official Sponsor of local McDonald’s copycats.
In Brazil, much like in other parts of the world, there are several small businesses that try to mimic McDonald’s name and colours. To be more accurate, 11.540 Brazilian restaurants are named McSomething, while there are only 850 actual McDonald’s stores. Even though the local ones might lack some originality in their name choices, since they always end up borrowing those famous Mc letters, these small businesses can be truly original in their flavours, with ingredients like eggs, corn, sausage, and others being added to the burgers to please the unique Brazilian taste.
Inspired by this cultural phenomenon and by the belief that these small businesses can thrive as well and become as big as McDonald’s itself, Heinz and Brazilian ad agency, Africa, decided to give them a little push. Along with the campaign, the brand lent Other Mcs its expertise in fields such as ingredients improvement, delivery system implementation and visual design merchandising. Finally it also provided them with a lot of Pickles Ketchup, so that all these original Brazilian recipes can now have the original McTaste they’ve always wanted.
To boost advertising, Heinz also put at their disposal a selection of videos starring the most famous Mc in Brazil – the funk musician named MC Don Juan, who has more than 10 million followers on his Instagram account. All videos can be customised and are available for use by all the Other Mcs supported by the brand’s initiative.
With this campaign, Agency helped Heinz take a step into a market where it has never been before. Heinz Pickles became the #1 food product on Amazon Brazil and experienced a 67% brand growth during the campaign, which resulted in a 42% NPS increase for the 1.102 Other Mcs accelerated on the program.
Credits:
Client: Kraft Heinz
Client Team: Cecília Alexandre, Thiago Stelle, Thais Correa, Juan Rodrigues, André Mendes
Agency: Africa
Chief creative Officer: Sergio Gordilho
Executive Creative Directors: Angerson Vieira, Rodrigo Marangoni, Bruno Valença
Creative Directors: Rafael de Miranda, Pedro Reis
Creatives: Nathalie Lourenço, Guilherme Martins, Dani Keiko, Victor Sotero
Design: Lucas Lago
Project Management Office: Heloisa Pupim
Client Services: Debora Bettoni, Gabriela Ferrante, Alexia Cristyna
Media: Aga Porada, Thiago Martinez, Renan Soares, Mariana Almeida, Mariana Tobias, Guilherme Garcia
Planning: Aldo Pini, Livia Lanzoni, Safira Melina
Head of Creative Production: Juliana Leite
Special Projects Director: Lica de Souza
Project Manager: Lais Vazquez Cattena
Creative Producers: Thays Miranda, Theo Etlin, Giovanna Lima, Beatriz Takahashi
Agency Producers: Rodrigo Ferrari, Taís Olhiara, Gabriela Ferrer
Production: Africa
Executive Producer: Ale Sarilho, Paulo Geraissate
Image Production Company: Mosaico Filmes
Director: André Vidigal
Assistant Director: Giovanna Postiglione
2ª Assistant Director: Ana Fuschini
Executive Producer: Paulo Murilo Fonseca
Production Coordinator: Ana Tereza Fonseca
Photography Direction: Bruno Tiezzi
Stills Photographer: Paulo Barros
Still Photographer Assistants: Beraldo Bela Vista, Danilo Stoqui, Marcio Mangas, Marcelo Cucatti
Social Content: Bernoch
Art Director: Iliana Grinstein
Art Assistant: Talitha Magalhães, Akkena Manzanares, Paula Almeida
Production Director: Claudio Zanoti
Sound: Pier Valencise, Marquinhos Ribeiro
Post-Production Coordination: Patrícia Rodrigues, Camila Salviano
Post-production Supervision: Yago Rodrigues
Finisher: Pedro Aquino
Editors: Lucas Valente, Fernando Avila
Editor Assistants: Carlos Eduardo
Colourist: Diogo Comum
Motion: Caio Vinicius, Thiago Jordao
