Gomes da Costa was losing market share in the sardine category for one simple reason: consumers didn’t like the taste. To change that perception, the brand introduced a new recipe with a richer, more homemade flavor.

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Instead of launching a traditional campaign, we turned the product debut into a social series inspired by the aesthetic and drama of Brazilian soap operas. Our stars? The ultimate authorities on homemade food: three grandmothers. The story began with a serious accusation and unfolded through a controversy designed to keep audiences coming back for every episode.

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In just four episodes, the campaign helped Gomes da Costa recover +2.3 market share points, generate engagement rates 10x higher than the brand’s yearly average, and impact more than 20.7 million people.

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The campaign also became the most remembered initiative in the category in 2025.