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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 … read moreresemblance 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.
read less...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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