Who needs a Michelin star when you have a Grandma’s secret? 🏆 In Brazil, "Grandma’s cooking" is the ultimate gold standard. To launch our reformulated recipe, we didn't just run ads—nosy neighbors and best friends did the talking for us. We sparked a social media "soap opera" that proved our new sauce is so good, even the pros (Grandmas!) are claiming it as their own.
Description
In Brazil, the ultimate gold standard for flavor isn’t a Michelin star—it’s "Grandma’s cooking." And every Grandma has a "secret ingredient" she refuses to share.
Instead of a traditional "New & Improved" campaign, we created a social soap opera. We launched "The Feud of the Year" (A Treta do Ano), featuring three real-life elderly best friends. The plot? One of them, Neide, was gaining fame for a "secret sauce" that was, in reality, the new Gomes da Costa sardine.
This professional campaign titled 'Grandma's Secret' was published in Brazil in August, 2025. It was created for the brand: Gomes da Costa, by ad agency: REF+. This Digital medium campaign is related to the Food industry and contains 1 media asset. It was submitted about 15 hours ago.
