Due to the low budget available, we needed to focus our efforts on a precise strategy, reaching our target audience right in the bull’s eye. For such, nothing was better than being present in their daily lives, in some of their favourite locations, developing an intrusion-free contact point. So, we had the idea of a partnership with Lanchonete da Cidade, one of the best-known fast food chains in São Paulo, developing a sandwich to be used to publicise and promote the product. Moreover, upon the order, the customer received an exclusive placemat and a coupon for a test-drive and a 10% rebate on the acquisition of products from the Mini Lifestyle collection, which is the accessories and clothing store of the brand.

With over 5 thousand sandwiches sold in just 2 months and over a thousand test-drives performed, bringing forth twice the expected sales for Brazil, the Cooper Burger overcame all expectations and became a great success. It appeared on television programmes, newspapers, magazines, blogs, websites and is currently part of the permanent menu of the restaurant.