Heinz is such an iconic brand that sometimes it can seem a little distant from the people. The 2022 elections provided the perfect opportunity to b

ond with them and reinforce that everything tastes better with Heinz products. To achieve this, we took advantage of the tradition of candidates doing everything to get votes, including taking photos while eating street food to portray an image of proximity. It's such a false image that many of them end up making faces and going viral. The Canditaste campaign inserted popular concerns into the only media that could help them in these moments and is impossible to ignore: Heinz sachets. Thus, in the election that divided Brazil between left and right, Heinz got closer to voters by taking their side, a place that no other brand dared to be.

In the most divided election, where no brand would dare to get involved, Heinz took a position neither left nor right, but on the side of the voters. The challenge was to reach out the candidates and deliver the voters' requests. So we took the main concerns from the population and printed them on Heinz sachets. Then, we placed them on the agenda of each candidate, during their famous walks and stops at small restaurants to eat street food that is not always famous. Even in restaurants where Heinz was not present. When they saw such an iconic brand, they chose it to add flavor and were impacted by messages that they often ignore on the streets. It was a direct channel between voters and candidates that even put some of these questions on the political agenda of some of these candidates.

The direct target of the idea was the candidates themselves, those who hold the power to address and resolve the grievances of the population but often fail to listen to them. The strategy involved printing the main complaints on sachets and taking them to a place where candidates visit every election race and making a point of announcing: street food places on the routes of their political campaigns. This approach enabled us to directly impact future lawmakers, mayors, and even presidents in a way they could not ignore. It allowed us to create a direct line of communication between voters and candidates, and demonstrate that Heinz can enhance the taste of any food - even those eaten just to impress. But most importantly, it has brought some of these issues to the Brazilian government's agenda.

The Canditaste was a line of sachets placed on street food places on the routes of 53 candidates of 3 different states and that delivered concerns from the population to them. The act took place during the two rounds of the Brazilian elections. Starting on September 20, 2022, just before the first round, and ending on October 30, 2022, end of the second round. Through this, we were able to bring Heinz closer to the population and put the brand in a conversation that no other dared to be part of.

The campaign was a resounding success, and undoubtedly, the main key performance indicator was the impact on hundreds of voters and candidates, including elected deputies and substitutes - all essential parts of society to address and solve these issues.

The campaign also captured the attention of important news and Twitter accounts of some of these politicians and voters, reaching 600K people organically and generating 2K mentions of the brand during the campaign period. This way, we helped the population to be heard and put Heinz and its sachets in a prominent position in Brazilian discussions. If that was not enough, some of them already took sachet’s questions to the Brazilian government agenda, our biggest goal.