Copywriting | Strategy | Creative Direction | Concept
Tramontina is a well-known global brand and well respected in its native Brazil for manufacturing high-quality cookware, cutlery and appliances. The brand has products in Australian stores, but there’s not much awareness of it here.
So, how can we make Tramontina stand out and not be just another bland offering on the Aussie shelves? We focused on an important insight: Brazilians are famous for their love for the BBQ. It just so happened that we knew another, more familiar nation with an equal passion for cooking and dining outdoors! We decided to focus on this shared love by letting Australia know that Brazil’s favourite BBQ utensils are available here.
We created a suite of online ads and social media posts that spoke to this love and added a little cheeky Aussie charm to reinforce our similarities – for the two groups to come together and become mates around the BBQ.
The results? In the clients words, "We have never seen growth like this before in Australia!"