Valentine's Day. A very popular date in Brazil, where couples do everything to be together. But a survey revealed that during the pandemic in 2020, 53.5% of people intended to celebrate the date virtually and 12.7% would not celebrate the date at all. Heinz, which has a partnership with countless burger places in Brazil, created the “Love Burger”, intending to bring couples together, even distant ones, deliciously.

There are all kinds of declarations on Valentine’s Day: the classic one on the Eiffel Tower, the romantic serenade, roses falling off the helicopter, that delicious dinner in a fancy restaurant… But, in a quarantine, many couples could not see each other. So, Heinz created the Love Burger: comments from Heinz followers on Instagram that turned into love letters in the shape of a hamburger.

Eating a hamburger is one of the main occasions linked to the consumption of condiments in Brazil - and with the best brand in the category, it is no different. Heinz has a partnership with the main hamburger shops in the country to establish its brand superiority, generating salience and products trial. This platform is regularly activated throughout the year. However, with the advance of the pandemic, hamburger shops had to remain closed and several moments of activation of the hamburger platform were on standby. Therefore, we found an opportunity to build our platform uniquely by appropriating a key date in the Brazilian cultural calendar, even within the pandemic context: Valentine's Day.

People love declarations of love. Do you know what they also love? Delicious hamburgers. So, we brought both together in the most romantically and deliciously way possible. A few days before Valentine's Day, Heinz asked followers to write a statement in their Instagram comments for their soul mate. Heinz then took those comments and printed them on a hamburger using a laser printing machine. In partnership with the most hyped burger shop, Frank & Charles, we created the Love Burger. On Valentine's Day, Heinz delivered the Love Burger to their loved ones, along with a Heinz ketchup package.

Our “Love Burgers” were not only successful among couples in love but also on our social media. More than 8 million people were reached, the campaign exceeded the number of impressions by 135% and we were able to reconnect couples who were separated because of the quarantine. Moreover, we delivered the most special request of all: one of our followers proposed to her partner through our Love Burger. And he said yes <3.