This action captured people’s curiosity because of its playfulness. They didn’t only plant the bean, but also watched it grow over time. This was essential in making sure people remembered our offer and bringing them into our bar (and not one of our competitors').

With an investment of just US$ 9,000, we reached 6,000 people. Of these, 1,798 (30%) took part and went to the restaurant to eat feijoada, generating an income of US$45,000 and a profit margin of US$25,000 (ROI = 250%).