Based on the fact that lent is 40 period when Brazilians stop eating beef, pork or chicken and eat fish instead. We created an attractive and innovative action that could awaken the interest and curiosity of consumers, motivating them to purchase canned fish.

The lent is also a period when chocolate eggs are spread over supermarkets, a tradition that, just like fish, cannot be missed at Easter in Brazil, And becasue the fish have a similar shape to the chocolate egg, we put these two traditions together, the fish and the Easter egg and created a new product: The Easter fish. A new promotional pack model that generate huge visibility at POS.

The Easter fish was very successful and soon disappeared from supermarkets. The sales forecast was about 20 thousand packs in 15 days, but all packs were totally sold in just 10 days.