The launch
Pão de Queijo Fit — healthy life with more flavor
The debut of Forno de Minas' Pão de Queijo Fit—whole grain, multigrain, gluten-free, lactose-free, a source of fiber, calcium, and protein—translated into an integrated content, influencer, and live experience campaign.
Client
Forno de Minas
Role
Launch strategy
How to talk about cheese bread to an audience that has begun to demand healthiness—without betraying the regional affection of Minas Gerais or the comfort of the original product.
Challenge
Introduce a functional cheese bread to the Forno de Minas family and generate awareness across key Brazilian regions (SP, RJ, MG, PR, RS, etc.) during April 2016, without sounding like a diet concession and without yielding the comfort food territory the brand occupies.
Approach
- 01
Diagnosis of the healthiness territory and the tension between self-control and permissiveness—what allows the Fit product to exist without guilt within the consumer's routine.
- 02
Big idea: 'Desafio FIT by Keith Thompson'—a unique spinning class with the American spinning guru, featuring fit couple Mari Gonzalez and Jonas Sulzback leading opposing teams, with live broadcast on the brand's Facebook under the hashtags #TeamMari and #TeamJonas.
- 03
Fitometer: a mechanic that converted calories burned in class into Fit cheese breads for the final celebration, giving life to the 'healthy life with more flavor' idea.
- 04
Relationship with 300 influencers across three fronts, with a launch kit (exclusive bag, exercise cards designed by a personal trainer, and Pão de Queijo Fit) and a follow-up kit with an activity tracker to prolong the conversation post-event.
Deliverables
- Launch platform and 'Healthy life with more flavor' concept
- Desafio FIT by Keith Thompson activation with live broadcast
- Kits for 300 influencers and post-event support kit
- Product microsite, POS materials, and April 2016 media plan
Context
The scenario was clear: Brazilians were exercising more, eating better, and putting quality of life—body and mind—at the center of their routines, despite busy schedules.
The product lives in a rare duality: comfort food (pleasure, affection, Minas, made with love) and functional food (whole grain, multigrain, lactose-free, gluten-free, source of fiber, calcium, and protein). The meeting of these two kitchens became the axis of communication.
The target was defined as fitness-conscious women, 25+, and the influence plan was structured across three complementary fronts: Fitness (weightlifting, crossfit, running, cycling, gymnastics), Health (personal trainer, nutritionist), and Wellness (meditation, yoga, daily life, beauty, overcoming obstacles).
Outcome
The Pão de Queijo Fit debut was presented as a public fitness experience—anchored in a live Facebook broadcast, a curation of 300 influencers across three fronts, and a mechanic that translated functional benefits without losing the heart of a Minas Gerais cheese bread.
Credits
- Client
- Forno de Minas
- Agency
- Content House
- Strategy
- Bruno Rothstein
- Creative
- Bruno Mizogutti
- Talent
- Keith Thompson
- Cast
- Mari Gonzalez e Jonas Sulzback
- Location
- Spin 'n Soul
