Brazil is not the country of football.

Not the country of carnival.

Brazil is the country of barbecue.

Every minute, a barbecue grill is lit in Brazil.

It’s the favorite Brazilian dish.

Brahma.

The most famous Brazilian beer brand

is the official beer of barbecue.

The Brazilian barbecue is well known around the world.

Because of the crisis, cheaper brands invaded our territory.

But we need to do something to be remembered as the main partner of barbecue from every Brazilian.

If the other beers were entering our barbecue.

We became the barbecue of other beers.

Inside their grill.

Using the Unique Selling Proposition of Brahma beer: creaminess.

The creamiest beer became the creamiest cut of meat.

We invited one of the most meat experts of Brazil, István Wessel,

with a family tradition since 1830 to bring this idea to life.

His solution was a completely new cut.

A boneless front short rib with a high degree of marbling.

To be as creamy as the beer.

The name?

Brazilians love “Maminha”, “Fraldinha”, “linguicinha”.

And now, meet Brahminha.

A soft, juicy and creamy meat cut.

From the beer industry to the food industry

First brand to invent a new meat cut.

The perfect pairing.

Brahma beer has always been around the grill and now,

it’s also inside the grill.

A music video using Brazilian Country music song style “Sertanejo” launched the campaign.

In partnership with “sertanejo” musicians, they posted their own barbecues grilling Brahminha.

TV shows such as “Masterchef” did a competition on how the best way to prepare Brahminha was. István Wessel taught was mentoring all the competitors.

Using the large distribution of Brahma beer,

Brahminha quickly entered all markets from all 27 Brazilian states.

First batch sold out in less than 30 days

Available in all 27 states of Brazil

Supermarkets

Delivery sites

More than 550k mentions during the campaign

+30% of high-quality perception on Brahma brand

Exploring territories we could not enter:

Fancy restaurants

TV Shows

Even among our competitors. Social media constantly shows Brahminha meat along with other beer such as Heineken, Budweiser,

Stella Artois, among others.

Pão de Açúcar, supermarket franchise leader