The Heinz Reviews campaign was developed in partnership with UNHCR (the UN agency) to draw attention to an urgent issue: the naturalization of refugees.

Brazil is a country that receives many refugees. In 2023, there were 710,000 refugees. And many of them struggle to find work (55% of them are unemployed) or are in seasonal and unstable employment.

Since burger restaurants are among the main employers of refugees, the campaign manages to engage the community that attend these kind of place and make a significant impact on the lives of thousands of refugees.

Heinz is a century-old brand that has always emphasized that its products are made with natural ingredients. The Heinz Reviews campaign was developed in partnership with UNHCR (the UN refugee agency) to draw attention to an urgent issue: the naturalization of refugees and stateless individuals. Only with naturalization completed these individuals can enjoy the same rights as all citizens.

Brazil is one of the most receptive countries to receive refugees. In 2023, it became home to 710,000 refugees. Over the ten years between 2012 and 2022, Brazil saw a 3,415% increase in the number of recognized refugees.

Many of these refugees struggle to find employment because they lack complete documentation, and business owners are unaware that they can hire refugees even if the naturalization process is incomplete. In this scenario, 55% of refugees in Brazil are unemployed (compared to the overall rate of 7.9% in Brazil).

Among the employed refugees, a significant portion work in burger restaurants. In Brazil, there are several highly active communities dedicated to reviewing burger joints on digital platforms.

As a partner of the country's best burger joints and a brand that prioritizes not only natural ingredients but also the quality of life of those who work there, Heinz encourages people to write reviews of the burger joints they've visited and the professionals who served them.

The comments are formatted as letters of recommendation and can help halve the duration of the naturalization process.

Heinz is a century-old brand that has always emphasized the importance of manufacturing products containing natural ingredients. It's also a partner of several of Brazil's leading burger restaurants.

Brazil is one of the most receptive countries to receive refugees, with 710,000 refugees according to 2023 data.These individuals face various challenges, two of which are the difficulty in obtaining naturalization and unemployment. Among refugees currently residing in Brazil, 55% are unemployed - the country's overall unemployment rate is only 7.9%.

Burger restaurants, on the other hand, are among the main employers of refugees in Brazil and engage communities that are active in providing reviews.

The Heinz Reviews campaign was designed in collaboration with UNHCR (the UN refugee agency) to show the public that refugees are an important part of society and that we can easily and quickly assist them in the naturalization and job-seeking process.

The reviews collected by the campaign are transformed into recommendation letters that can help speed up the naturalization process.

With naturalization obtained, refugees gain the same rights as Brazilian citizens, making the job search easier.

Due to geopolitical or climatic issues, the forced displacement of people to other nations is a problem that affects the entire world, including Brazil. In 2023, the country became home to 710,000 refugees who had fled from countries such as Venezuela, Haiti, Afghanistan, Syria, and Ukraine. Many of these individuals are accompanied by their families. The naturalization process can be lengthy and lead to unemployment within this group.

The Heinz Reviews campaign addresses this issue by encouraging the professional recognition of these refugees and stateless individuals, thereby aiding in their naturalization process.

By receiving numerous positive reviews of the work they have done, refugees receive a letter of recommendation that can halve the time it takes to acquire naturalization.

The issue of refugees affects millions of people around the world, in various countries, due to geopolitical or even climatic factors. Brazil saw a 3,415% increase in the number of recognized refugees in the ten years between 2012 and 2022. Today, there are 710,000 refugees in the country.

Many of these individuals struggle to find employment (55% of them are unemployed) or are in seasonal and unstable jobs.

Furthermore, the naturalization process can be quite lengthy, causing numerous discomforts for refugees and their families.

The Heinz Reviews campaign tackles this issue by engaging burger enthusiasts in an innovative process (by transforming reviews into recommendation letters) that can be accessed quickly and conveniently.

The Heinz Reviews campaign stems from two questions: How can we effectively help refugees gain Brazilian naturalization? How can we engage the Brazilian population into the refugee issue?

To engage the population, the campaign communicates that many of the food prepared in restaurants, especially burger houses, are made by refugees. And that, through a quick and easy review, people can help a refugee to naturalize.

With these reviews, the campaign creates a letter of recommendation that, attached to the naturalization process, can help refugees gain naturalization.

Burger restaurants are the establishments that hire the most refugees in Brazil. And burger enthusiasts are highly engaged, constantly fueling active communities of burger joint reviews.

The Heinz Reviews campaign demonstrates that people's engagement, through an easy and quick review, can unveil the excellent qualifications of the workers, who are highly skilled labor and should be recognized by all and taken into consideration.

As a result, beyond people's engagement, the campaign impacts employers, highlighting the importance of hiring refugees and how they add value to the business, increase diversity, and contribute to human dignity.

Burger enthusiasts’ communities are highly active in the online sphere. To engage not only these individuals but also those who dine at burger restaurants less frequently, the Heinz Reviews campaign was launched through a series of actions on social media and various platforms.

To encourage the submission of reviews, a dedicated website for the campaign was created. With straightforward language, it is easily accessible and designed to be user-friendly even for those who are not very familiar with the internet.

The campaign highlights the importance of welcoming refugees and stateless individuals and demonstrates how these people contribute to society.

The Heinz Review campaign made an impact not only on burger enthusiasts but also on those who visit these places less frequently. It also engaged both refugees working in burger restaurants and the entrepreneurs who own these business.

With easy access, the campaign website could be visited via desktops and mobile phones, allowing people to submit their reviews within minutes.

The received comments are mostly positive and, formatted as recommendation letters, can help expedite the naturalization process for refugees.

Moreover, burger restaurant owners realized that they can hire refugees even if the naturalization process is not complete. And they have the opportunity to evaluate refugees based on the recommendation letters crafted from the reviews.

The Heinz Reviews campaign makes a real impact on the lives of thousands of refugees. The work of these refugees is evaluated by anyone, and these reviews are transformed into recommendation letters to aid in the naturalization process and job acquisition.

The initiative can be easily accessed through a simple website with straightforward language. With just three fields to fill out (one for email, another for the burger restaurant's name, and the third for the review), anyone can participate in the action.

Furthermore, the campaign shows business owners that they can contribute to the employability of refugees. These individuals can add value to the establishment in terms of diversity and human rights. Many business owners are unaware that they can employ a refugee even if the naturalization process is not yet complete.

The carbon emissions of this piece of work were measured and neutralized, reflecting Heinz commitment to environmental sustainability. In terms of sustainable development, production, and running of the work, considerations were given to minimizing environmental impact throughout the process. This likely involved using eco-friendly materials, efficient production methods, and sustainable energy sources wherever possible, aligning with Heinz broader commitment to positive transformation and inclusivity at various levels.