Heinz’s main competitor in Brazil entered the country decades ago and has become the one referenced by grandmothers in their traditional recipe books. So how do you change that? DAVID São Paulo found the solution.
In Brazil, crochet is a symbol of affection deeply rooted in grandmothers’ homes, where everyday objects, from water filters to TV remotes, are often decorated with handmade covers. It’s a deeply emotional and cultural symbol. The Grandma’s Darling campaign outfitted its mayonnaise jars in crochet jackets, signifying that there’s a new favourite, Heinz Mayonnaise, and inviting grandmas to try it.
“Crochet is part of the daily lives of many Brazilian grandmothers, who love dressing household items with handmade covers — from appliances to kitchen utensils. We drew from this popular cultural style to spark a connection with customers at the point of sale and inspire them to choose a jar of crochet-covered Heinz mayonnaise. With Grandma’s Darling, we want to encourage grandchildren who already know Heinz’s taste to introduce the brand to their grandmothers and invite them to try it. In doing so, we show in practice why, once you try Heinz, you don’t go back,” stated Thiago Lopes, CMO of Kraft Heinz Brazil.
A light-hearted film evokes nostalgic feelings among grandmothers, while encouraging grandchildren to use crochet as a playful argument to convince them to try Heinz mayonnaise – swapping their usual brand for the new “darling of the house.”
“We fully immersed ourselves in the craft of crochet, an incredible handmade artform brought to life by real crocheters. In the launch film, we play with the contrast of an aesthetic that initially feels like a high-tech product reveal, only to unveil something analogue and full of emotional meaning. It’s a celebration of craftsmanship that connects generations,” commented Marie Julie Gerbauld, chief creative officer at DAVID São Paulo.
As part of its digital strategy, the brand is sharing crochet tutorials to teach followers how to create their own crochet outfits for Heinz jars. The content features creators known as “neo-crocheters,” who produce step-by-step guides alongside their own grandmothers, encouraging other families to join in.
The campaign takes to the streets with an out-of-home strategy across São Paulo in March, bringing the film to different parts of the city. As a highlight, a bus stop on Avenida Paulista, one of Brazil’s most iconic avenues, will be transformed into a fully crocheted installation.
On March 22, Heinz will distribute exclusive gifts kits a Heinz Mayonnaise sample with a crochet outfit from the campaign. To receive the gift, participants will take part in the “Grandma’s Favorite Quiz” game, answering questions about classic grandma habits, such as sending “good morning” stickers or cooking a grandchild’s favourite meal, to prove they are the favourite grandchild.
Credits:
Agency: DAVID São Paulo
Partner, Global CCO: Pancho Cassis
Global COO: Sylvia Panico
CCO: Marie Julie Gerbauld
ECD: João Gandara
Creative Director: Guilherme Manzi, Mario Morais
Art Director: Pedro Gattringer
Copywriter: Guilherme Prado
Social Creative: Ully Correa
Creative Assistant: Jessica Sanguino
Account Team: Tom Gil, Cacá Franklin, Karen Sousa, Maju Ficher
Production: Fernanda Peixoto, Mariana Marinho, Amanda Santos, Ana Marques, Leticia Brito
Final Artwork: Victor Peccia
Editor: Leonardo Nichida
Strategy: Carolina Silva, Rafael Prieto, Sabrina Santos
Media: Raoni Oliveira, Filipe Machado, Carolina Penteado, Tariana Monzani, Marina Audi
Data Intelligence: Daniel Nobemassa
Global PR & Communications Director: Sandra Azedo
Client: Kraft Heinz
Client Team: Thiago Lopes, Lariane Duarte, Thaís Correa, Fernanda Rubião, Bianca Gasparetto, Giovanna Terceiro
Production Comapany: Spritz.AI
Director: Bio Machine
Sound Production: Canja
