The state of Minas Gerais is one of Brazil’s most important markets. However, the Nestlé brand did not enjoy significant local participation due to the populations’ high resistance to brands that are not traditional or made in Minas Gerais. Nestlé needed to increase the brand’s awareness and earn the favor of the Minas Gerais consumer, in order to boost sales in the state and overtake competitors with strong local appeal.

For over 80 years the Central Market in Belo Horizonte has been housed in a structured venue with stalls set in concentric rings and pathways encircling its perimeter and radius.

Nestlé’s Experimental Kitchen was set up in 1 of the 4 L-shaped spaces that make up one of the concentric rings formed by a group of stalls on the ground floor. This group of 4 L-shaped spaces is located between the ground floor and the parking floor, like a mezzanine.The Nestlé installation aimed at a visually impacting sort of architectural intervention while preserving the building’s original structure.

A rise of up to 25% in sales in several categories, under 3 months of operation.Mention in key local and national media vehicles.Presence of important personalities and authorities during special events.