Brazil has great potential for Branded Content. First of all, Brazilians are social and have always loved to share, which explains why it is home to the second largest Facebook and Instagram user bases in the world. Creativity is not a problem either; the country has a history of exporting creative talent and being recognized in several advertising and creativity awards globally. But what is keeping the Brazil from putting it's dollars where it's heart is, is a historical issue. The national media landscape has been dominated by Rede Globo; the broadcaster to which ~91MM people, (nearly half the population) tune in to it everyday. This is the audience that Super Bowl gets, once a year. The country of continental dimensions has grown used to being a hostage of traditional media, which has become somewhat of a fortress. Therefore, even though there are noble intentions, creativity and connected audience; the concentrated investment model, traditional metrics and KPIs, still keep Branded Content and Entertainment from gaining true relevance. The advocates of this discipline will still have to fight for the investment and the trust of their boards of directors in companies and clients, in the case of agencies.

So we thought the best way to touch our consumers emotions laid in the stories they already loved.

What if we could do something with their stories? What if we could help build something so special, money could never buy?

Family recipe scrapbooks are tiny treasures of memories and flavors. Treasures we are all proud of and want to pass along to our families for as many generations as we can. However, with easier ways to consult and find recipes, these family books are being forgotten and ruined, little by little, through time.

To save these handwritten treasures from oblivion and put them back on people's lives, we created Family Recipes, a project that transformed family recipes into lovely posters with unique, exclusive, and original designs. By tapping into Brazil’s strong heritage of combining family with food, Knorr helped people to store memories as well as recipes.

To participate, one simply had to share a photo of a family recipe via Twitter or Facebook using the #familyrecipes. In return, participants received the poster —in both digital and print formats—recreated in the form of beautiful infographics that illustrated each step on a blackboard, along with the real ingredients photographed on the spot. When ready, each poster was sent back to consumers in both print and digital format.

Generations to come would now have one more family treasure to keep, and Knorr will be there when this loved is passed down. In total, 300 taylormade posters were created and sent back to our consumer's families, but the impact was broader than that. More than 3 million people were impacted, sparking 25k convesations. Those who didn't get their own recipes immortalized, were inspired and by the posters shared by their friends. We accomplished something every brand would like to achieve: we brought love into the kitchens of 300 families, impacted many more, and received their love for our brand in return.