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Heinz Pickles Ketchup: Other MC’s, 2


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Heinz is always surprising its consumers with new products and experiences. In Brazil, it launched a pickles-flavored ketchup that soon attracted great public attention for its taste resemblance to... well... McDonald's. Despite the coincidence, you will not find the #1 Ketchup being served in any store of the famous fast food chain. So, Heinz decided to play with that by becoming "the Official Sponsor of the Other Mc's", 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 colors. 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 flavors, 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 Mc´s” its expertise in fields such as ingredients improvement, delivery system implementation, and visual design merchandising. On top of it all, 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 craved for. 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 customized and are available for use by all the “Other Mc´s” supported by the brand´s initiative. With this campaign, Heinz takes a step to enter a market where it has never been before, and results are already emerging. 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 MC’s” accelerated on the program. Definitely, people are lovin it.
Credits Other credits

Design: Lucas Lago



PMO: 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

Head of Talents: Fernando Alonso

Talents Producers: Bruna Cicolino, Paola Arnelas, Giovanna D'Agostino, Leandro Motta, Gabriella Silva

Awards Director: Isabela Levy

Awards Assistant: Valentina De Luca

Client: Cecília Alexandre, Thiago Stelle, Thais Correa, Juan Rodrigues, André Mendes

Africa Production:

Executive Producer: Ale Sarilho, Paulo Geraissate

Assistant Director: Giovanna Postiglione

2ª Assistant Director: Ana Fuschini

Executive producer: Paulo Murilo Fonseca

Coordenação de Produção: Ana Tereza Fonseca

Photography direction: Bruno Tiezzi

1º Camera assistant: Peterson Lomovtov, Juan Cardona, Lázaro Domingos, Sofia Paciullo

2º Camera assistant: Paulo Vinícius Rodrigues da Silva, Gabriele Dracxler, Tassiana Catein

Steadicam: Nicholas Zugaib

Assitant Steadicam: Matheus Telba

Video Assist: Francisco Vilas, Gabriel do Nascimento

DIT: Vitor Lima, Rodrigo Ruiz

Still Photographer: Paulo Barros

Still Photographer assistants: Beraldo Bela Vista, Danilo Stoqui, Marcio Mangas, Marcelo Cucatti

Social network content: Bernoch

Art director: Iliana Grinstein

Art assistant: Talitha Magalhães, Akkena Manzanares, Paula Almeida

Stage manager: Guilherme Roque Ferreira, Luiz Fernando Batista

Food designer: Candida Lunkes Balensiefer, Frederico tibau Costa abou Dargham

Effects: Diego Ferreira Leite

Costume designer: Marcos Cherevek, Nicolle Critsinelis

Costume assistants: Natally Divina, Frederico Leite, Mari Santos

Make-up: Marcia Emiko Maruyama, Mônica Vieira, Steyonce

Hair stylist: Ianca Maria

Casting director: Hugo Aldado

Casting: Thiago Arrais

Casting assistant: Danillo Cheida, Lohana Marinho, Laila Borges

Production director: Claudio Zanoti

Production: Alessandra Galbetti, Roberta Guedes

Production assistant: Raiane Ferro, Jéssica Villardo

Location production: Jeff Fleck, Marcos Madeira

Sound: Pier Valencise, Marquinhos Ribeiro

Post-production coordination: Patrícia Rodrigues, Camila Salviano

Post-production supervision: Yago Rodrigues

Finisher: Pedro Aquino

Editor: Lucas Valente, Fernando Avila

Editor assistant: Carlos Eduardo

Colorist: Diogo Comum

Motion: Caio Vinicius, Thiago Jordao

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