The Brazilian northeast is one of the richest regions of the country in terms of culture. Each state has its own customs, rhythms, dialects and, above all, foods made with different ingredients and cooking methods, which make them unique. Unfortunately, the rest of the country doesn’t see it that way. Due to bias and lack of information, most people think the entire northeast boils down to the same dishes.

So, on Northeast Day, we wanted to show that the region’s cuisine goes far beyond that. Each state has its own flavors, created by its people every day in their homes.

We started by inviting one of the best illustrators from the northeast to create a visual identity representing different types of people, foods and cultures from the region.

With all these assets, we created a campaign asking people from the region to send us their favorite homemade recipe made with cooking methods, spices and ingredients typical of their state.

All they had to do was screenshot a blank template that we posted on our stories, fill in the information and post it back, tagging us.

The campaign ran 100% digitally, without spending a penny on media. And we shared all the recipes on our Instagram, with a highlight for each state.

Then, to encourage people across the country to try these recipes, we invited chefs from the region to teach how to cook some of them at home.

Finally, with all these recipes in hand, we created a unique cookbook that represented the flavors of each state, to send both to influencers and followers, who were part of it.