Grandma’s Darling

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. Heinz Brazil taps into this cultural custom with the “Grandma’s Darling” campaign, outfitting its mayonnaise jars in crochet jackets as an invitation for grandmothers to try Heinz.

“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,” says Thiago Lopes, CMO of Kraft Heinz Brazil.

A lighthearted 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.”

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.

Street activation
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 favorite meal, to prove they are the favorite grandchild.

“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 analog and full of emotional meaning. It’s a celebration of craftsmanship that connects generations,” says Marie Julie Gerbauld, Chief Creative Officer at DAVID São Paulo.