Using a special ink that reacts to heat, all logistics for handling and distributing the piece were evaluated, tested and follow ups made.

This process went from the testing the insert in the printing machines to the transportation of the magazine, so that the truck’s heat would not affect the piece’s result, including the discussion of which serrate would best adapt to the machinery and, at same time, be easily detached by the reader, in order to avoid him putting the whole magazine in the microwave.

Three months were spent developing the project and over 10 meetings held until the insert was made feasible. We generated an experience with the brand, exemplifying exactly how the product should be consumed. The insert, with darkened parts, invited the reader to detach it and put it in the microwave for 30 seconds. The product was revealed only after this interaction was carried through.

Sadia Hot Pocket doubled its volume in sales as of the first month of the campaign.

Aside from this, with a total printing of 259,000 issues, the action acquired a multiplying repercussion, generating a very important buzz for the brand.