O molho do baiano

During Hollywood’s most iconic time of year, the streets of Los Angeles are filled with a familiar phrase: “For Your Consideration.” Used by major studios to campaign for Academy Awards votes, the line appears across billboards promoting films, actors and directors. This year, Heinz Brazil decided to use that same phrase to suggest a different kind of consideration about quality and talent. Anyone driving along the iconic Sunset Boulevard, in the heart of West Hollywood, will come across a billboard reading: “For Your Consideration” in Portuguese “O baiano tem o molho.”

The phrase references a Brazilian social media trend that went viral during promotion of the film The Secret Agent and its lead actor Wagner Moura, who is from the Brazilian state of Bahia. In Brazilian slang, “ter o molho” (“to have the sauce”) is used to describe someone with charisma, authenticity and undeniable talent. For Heinz, the connection felt natural. Wagner Moura is nominated for Best Actor and The Secret Agent is nominated for Best International Feature Film.

“Heinz is globally recognized for its superior quality and for being the ‘sauce’ that elevates any experience. When people started saying ‘the Bahian has the sauce,’ we saw the perfect opportunity to connect our brand DNA with a moment of national pride,” says Thiago Lopes, CMO of Kraft Heinz Brazil. “Bringing this expression to the area near the Dolby Theatre was a lighthearted Brazilian way to celebrate the country’s talent while reinforcing the brand’s most iconic territory: sauce.”

By placing the message near the Dolby Theatre (8775 Sunset Blvd, West Hollywood), where awards-season campaigns are displayed, Heinz turns a playful internet expression into a tribute that blends Brazilian pride with the brand’s most recognizable symbol: sauce. “The Oscars are one of the most emblematic moments in global pop culture. We wanted to play with a classic awards-season format to make a very Brazilian consideration — celebrating a talent that is conquering the world with an expression born from our own culture,” says Marie Julie Gerbauld, Chief Creative Officer at DAVID São Paulo.