Inspired by this political scenario and in the condition of the world’s #1 seller of coxinhas worldwide, Ragazzo launched the “Mortadella Coxinha”. With this unique flavor and using a good humored approach, it united “Coxinhas” and “Mortadellas”, conveying the message that only union and understanding are capable of satisfying Brazilians. Also, it showed that in the world of flavors, ingredients that are apparently non-compatible can make wonders when they are combined. In addition, it reinforced the philosophy under which the chain was created: that of being a popular, democratic, and inclusive company that welcomes everyone with no distinctions whatsoever.

On the day prior to the launch of the “Mortadella Coxinha”, we sent out press releases along with generous quantities of the new product to media vehicles and bloggers. This was a logistically challenging task, given that the coxinhas had to reach the receivers while still hot. On launch day, the entire press and the internet, including social networks, were taken by the subject.

• 4.2 million of the Mortadella Coxinhas sold

• U$ 807 thousand worth of spontaneous media

• 99% of positive evaluations in published articles

• 84.2 million unique visitors on pages published on the internet