Bad Advertising

An excellent product, bestseller among the “chapeiros” wants to talk more directly to the end consumer and expand their sales in supermarkets, especially in the popular chains of Rio de Janeiro. Its biggest competitors are giants of the sector with infinitely larger funds. The audience is primarily found on open TV. And with the short budget for big productions and prime-time media out of the question, we needed a simple and very creative campaign idea and media strategy.

The TV media had a simple outlet: the daytime variety shows, where the supermarkets themselves run ads and the brand would be with them, catching the attention of both the housewife and the supermarket.

The films exploits a unique differential of the Grã File brand: in 40 years of existence, the brand had never had an advertising campaign. And those who have never advertised do not know how to advertise properly, but do know how to make a quality burger because they have only been doing it all their lives. So the TV commercial is "bad", but the burger is great.

The result is a fun, different, award-winning campaign (ranked among the top three in the Rio / São Paulo region at Rede Globo's Professionals of the Year) that led the brand to market leadership in Rio according to the Nielsen report. In addition, the campaign had huge repercussions on social media, design and communication websites and blogs, and in magazines and news sites. It also generated two docs, one from PUC Rio and another in Espírito Santo, where the campaign was run under the Frisa brand and also generated huge repercussions and sales growth.

See a selection of three of the first campaign's six commercials as well as the three films of the brand's latest campaign. And sorry about anything.