Best Food Industry Social Media Campaign

Philadelphia wanted to promote the cheesecake, the world’s most creamcheesy recipe. But since it’s an American dessert, it’s not rooted in Brazilian culture. How did we solve that problem? We asked Brazilians what type of cheesecake they’d like to eat. That’s how we created the first collaborative cheesecake recipe in the world: The Social Cheesecake. A Facebook post invited consumers to vote for the ingredients they wanted in The Social Cheesecake and we selected the three most voted ones. Then, on cheesecake day, we published a video with one of the best participants of the TV show Master Chef Brasil, Gustavo Bicalho, revealing the recipe. The campaign reached over 200.000 people and had over 30.000 interactions between fans and brand in only a few days. And The Social Cheesecake became a part of the menu of Cheesecakeria, also known as Brazil’s “Cheesecake Factory”.

Contributors:

Chief Creative Officer:	Marcelo Tripoli
Creative Director:	Tiago Lucci
Associate Creative Director:	Daniel Portuga
Copywriters:	Priscila Sousa, Lara Rangel, Marconi Filho
Art Directors:	Fernando Dutra, Renato Gusmão
Motion Designer:	Eduardo Terrataca
Film Editor:	Jorge Jr.
Project Managers:	Juliana Bonaldo, Ricardo Montovani

SAPIENTNITRO

Location: USA