NotCo wanted to position its NotBurger, a plant-based hamburger, as the best alternative to traditional meat hamburgers. They faced the challenge of promoting their product in Argentina, a country where meat is almost sacred, noted for the world's highest consumption and its top-quality meat.

Despite this deep-rooted perception, studies showed that 75% of the population was open to trying vegetarian options. Therefore, the main goal was to make a significant impact on the market by highlighting the qualities of the NotBurger, such as its flavor, texture, allure, and gastronomic experience, to match those of meat hamburgers. To achieve this, emphasis was placed on evolving the recipe, ensuring that each element of the burger was carefully selected to offer an exceptional culinary experience.

In summary, NotCo's objective was to position itself as a market leader in the plant-based burger category, challenging conventional views on meat and offering an innovative alternative.

In Argentina, "Paty'' is synonymous with hamburger because this brand conducted a culturally significant campaign in the past that remains in everyone's memory, thanks to its catchy and beloved jingle. Both its creator, Aquiles Rogero (who is also famous for having appeared frequently on television, on a very popular show several years ago) and the song have come back from the past, and now, together with NOTCO, communicate on new jingle what the hamburger of the future looks like, leveraging the emotional memory of the audience.

In a country where meat is not just food, but also part of a traditional ritual, we wanted to appeal to people's emotional memory to reach a place few foods can: the hearts of consumers.

In the audio, we can hear how the iconic jingle "Paty te quiero" (a jingle deeply rooted in Argentine culture) has been revamped with new lyrics and melody, because meat is now a thing of the past and the future is NOTBURGER.

We achieved excellent results across the social channels where the campaign was implemented. With a reach exceeding +70%, we surpassed expectations across all media platforms. Additionally, both our paid media and organic campaigns garnered 35 million impressions and +15 million views/reproductions.

Moreover, organically, we achieved an Engagement Rate of 7%, significantly surpassing both the average and expected metrics for this campaign and more than 40k interactions.

These outcomes underscore the successful expansion of the "The Not Jingle" campaign's reach, particularly showcasing outstanding performance on YouTube.