The biggest challenge was to teach people how to make churrasco creating pieces that were more appealing than a simple tutorial. Then we created comics that teach how to make churrasco. We also changed the logics of tutorials. Instead of boring, descriptive, endless manuals, we brought in the dynamism and looks of comic books, which are quintessentially entertaining. We also came up with a way to make Tramontina’s products part of the story, with interactions and pop-ups that break the barrier between consumer and story. An asset that had never been used in this kind of material and is utterly innovative in this business segment.

There are five different comics created from churrasco-makers’ most googled

questions last year. Each story answers one of them, teaching people how to make churrasco with Tramontina’s products. More than just comics, these products are interactive experiences that encompass Tramontina’s grilling sets and turn them and the readers into characters of the story. Another important component of the experience provided by the Tutorial Comics is the special package, which, in addition to the comics, brings the Tramontina product that is the story’s lead. Additionally, the box itself can be used to make churrasco with

the two cutting boards that serve as lid and bottom, once again breaking the barrier between the brand’s stories and products, and helping people learn how to make churrasco, combining theory and practice in a single product.

The Tutorial Comics drew more than 450 thousand people to Tramontina stores and the first run sold out in less than a month at the POS, driving sales of that product range up 26% year on year. Additionally, the Tutorial Comics were translated into two languages and soon will be sold along with Tramontina’s products in Germany and in the US, helping the brand in its goal to teach how to make traditional Brazilian Churrasco, and making its products available across five continents.

Tramontina is Latin America’s leading kitchen utensils manufacturer, and grilling sets are one of its best-sellers. A range so complete it elevates the brand to the status of expert on the subject in Brazil. For Tramontina, churrasco is much more than just a dish so technique, care, and diligence should go into its preparation to achieve perfection. It is such an important meal that the brand created a guardian for it, the Master of Churrasco. An entity that shows up whenever someone is in trouble, about to ruin the cherished churrasco. The character was released in 2016 and appeared in many of the brand’s commercials, becoming a meme and making its way into the churrasco pop culture in Brazil.