We created comics that are also churrasco tutorials. It is a fun way to show consumers how to use the brand’s products, with interactive content pieces that turn the reader and Tramontina’s products into characters. A language that had never been used in Brazil in this segment. The Tutorial Comics were illustrated by Brazil’s best-known comic book expert: Rafael Grampá. DC Comics’ official artist and the only Brazilian to ever win the Will Eisner award, the comic book Oscar.

Just like Marvel’s and DC’s superheroes, a teaser trailer launched the Tutorial Comics showing that the Master of Churrasco was back. This piece alone had more than 1.5 million views on YouTube and Facebook. Then, we launched five tutorial videos in November 2017, period leading up to the summer – time of the year Brazilians make churrasco more often. Additionally, we sent a special deluxe version of the comic books to influencers packed in a special box along with Tramontina’s products. Two months after sparking consumers’ interest, we launched the hard-copy comic books. They were sold in Tramontina stores in four major Brazilian cities (São Paulo, Rio de Janeiro, Porto Alegre, and Brasília) as part of a special offer. Upon purchasing an item of that line, the consumer would get the comic book to learn how to make churrasco using that item.

The campaign had more than 10 million views and over 126 million impressions on social networks, helping the comics and Tramontina’s products become objects of desire among churrasco lovers. The idea also drew more than 450 thousand people to Tramontina stores and the first run sold out in less than a month at the POS, driving sales of that product range up 26% year on year.

Additionally, the Tutorial Comics were translated into two languages and soon will be sold along with Tramontina’s products in Germany and in the US, helping the brand in its goal to teach how to make traditional Brazilian Churrasco, and making its products available across five continents.