On the market for more than 70 years, Piraquê is a Brazilian cookie brand, whose market positioning has been built up on originality. This brand identity began with its creative concept “The Recipe Is to Be Original” and extends throughout everything it does.

The challenge was clear: launching the new Piraquê cookies with a stand-out difference from the goods of the competition. But how could this be done in a segment where all the products are very similar, battling head-on for consumer attention?

The answer was right there, in the product. In addition to more chocolate chips, Piraquê Cookies are made with real chocolate chips. So we turned this into an amusing and creative campaign that was REAL.

From a news website to a gossip channel.

With the latest update of Brazil’s General Data Protection Law (LGPD), people are being almost forced to accept cookies to be able to browse the internet. An Innovative cultural insight was needed for an original brand like Piraquê to launch its new cookies, while making sure they stood out from the competition. So this was what we did: We created a brand-new button, the “Accept Real Cookies” button.

Was it a banner? No, that wouldn’t be original.

We went even further: we rewrote the programming for Brazil’s largest news portal, UOL, and created the first Cookie Policy that handed out real cookies.

By giving out product samples, this little button proved to be a very effective bait.

It took the audience of one of Brazil’s most-accessed websites directly to the Piraquê eStore, turning every user into a possible consumer of the brand.

When we noticed that clicking on accept cookies buttons was an Internet habit for millions of people in Brazil and elsewhere in the world, we realized that this wasn’t just something annoying, it was rather a powerful cultural insight. And if everyone was impacted by annoying cookie policies, we needed a partnership that would reach out to as many people as possible.

This was when we contacted UOL (Brazil’s largest news portal) to host this action. With a flow of 110MM visitors each month, we turned this website’s audience into potential purchasers of our cookies. How? By using our product as bait.

When visiting the site, people were impacted by our Real Cookie Policy. And by clicking on the button, they were directed to our eStore, where small amounts of cookies were available for free. Once the samples ran out, people started buying our products.

To implement the action, we started with the most challenging step: changing the programming of the Cookie Policy of Brazil's largest news portal. Then we moved on to the second stage: spreading the word. To do this, we created pieces of content for Facebook, Instagram and Google and videos with influencers teaching the step-by-step action. Finally, we partnered with iFood, Brazil’s largest delivery service, which was in charge of delivering the cookies.

Here's how it worked:

1) Users were impacted by the Cookie Policy with our button.

2) By clicking the button, they were taken to our eStore and just had to enter their data.

3) Then they had to choose their favorite flavor.

4) The cookies were delivered to their homes within two hours.

5) With the data in hand, we built relationships through retargeting customers, who came back constantly to the eStore in search of new cookies.

By taking over the Cookie Policy of Brazil's largest news portal and using our button as a bait for our eStore, we achieved really impressive results for Piraquê.

In addition to giving out more than 12,000 cookies, reaching 18MM impacts in a single week and guaranteeing more than 5,300 lead signups, the CTR was 94% higher than display actions.

All of this culminated in a 26% increase in the number of orders and revenues for the Piraquê brand, which helped us beat our biggest competitor (Mondelez) in sales for the first time through the largest delivery app in Brazil.