Gomes da Costa
Mac&Tuna:
The Perfect Match
When Gomes da Costa briefed us for their new Tuna campaign, they asked for a straight and simple message. So we created a catchy tune, one that repeats the product’s name all over the track.
But the main theme for the campaign came directly from the public. We monitored people’s conversations on Social Media and identified that one of the main go-to (and most loved) Tuna recipes is Tuna & Pasta (Atum & Macarrão).
So, we created this love story between Pasta and Tuna, or as we called, Mac&Tuna, a perfect match.
And to make it all official, we created the #macatum (macarrão + atum, or mac & tuna)
The campaign’s concept was presented to the public through a Hero Movie,
and the conversation about #macatum was started through various Food Influencers’ channels.
Sem Medida (Larissa Januário Fabiano)
Video 01Irina Cordeiro
Video 01Mohindi (Mohamad Hindi)
Video 01Cozinha de Gente Moderna
Video 01
Sem Medida (Larissa Januário Fabiano)
Video 02Irina Cordeiro
Video 02Mohindi (Mohamad Hindi)
Video 02Cozinha de Gente Moderna
Video 02
The campaign also brought two of the main players in Brazil: Tastemade’s and Tudo Gostoso’s recipes with the Tuna & Pasta combination to the highlight.
In the end, Gomes da Costa’s social media completed the public’s journey, presenting lots of new #macatum recipes with those beautiful images we produced.
You can check all the recipes and content here.
Results
All the main goals established for the campaign were reached:
414 million impacts
25 million complete views for the Hero Movie
78K engagement actions on social media channels
7 (out of 10) posts with most engagement in the brand’s social media history.
And better: we made the public adopt a new term used for the Tuna & Pasta combination, even becoming a keyword in the Google search.
My Contribution
Concept, Creative Direction
Contributors
Creative VP: Lari Magrisso
Executive Creative Director: Dani Almeida
Art Director: Jaciel Kaule, Marcello Cruz, Thomaz Wellausen
Copywriter: Bruno Pommer, Raisa Sutecas
Agency: W3Haus (São Paulo)
Year: 2022