Have you ever heard of Bacon Day? Yeap, that’s a thing. Actually, it’s a very important thing not only for Heinz, but also for many people in Brazil who are really passionate about bacon.

So, in partnership with Big Kahuna, one of the most famous burger shops in São Paulo, we decided to test people's love for bacon on this iconic day.

While the love for bacon is forever, other loves come and go in life. And one of the worst things about breaking up is all the gifts you got during the relationship that now only remind you of your ex.

So, on Bacon Day we challenge people to exchange those gifts for more bacon in their burger and snacks. And for the first time, Heinz got a new tagline. Even if just for one day.

We started by annoucing the campaign on social media.

We also showed people what they could exchange, which was just about any gift. The more relevant it was, the bigger was the prize.

We also took over the streets near the burger shop.

When Bacon Day finally came, it was a success, surpassed all expectations.

And we got all sorts of gifts.

• 30MM
  Impressions
• 14MM
  People reached
• 25%
  Coverage
• 2.1
  Average Frequency
• 11%
  Engagement Rate