Estância 92 - Minerva Foods · 2026
The game as a ritual of celebration.
Position Estância 92 — Minerva Foods' premium brand — within the football universe without competing with the game itself, turning fan passion into legitimate territory for a premium brand.
Expand the presence of Estância 92 — Minerva Foods' premium brand — by leveraging Esporte Clube Primavera's historic access to Paulistão Série A. The challenge was to insert the brand into the world of football without interrupting the game or competing for attention with the sport, transforming local passion and fandom culture into a legitimate territory for community building and gastronomic experience.
Structuring a content and activation strategy based on the concept "The game as a reason for celebration." I designed an integrated journey across three layers — digital, stadium, and VIP suite — that accompanied fans in 4 matches. Instead of traditional advertising campaigns, communication operated as a facilitator of an urban ritual, connecting premium barbecue to local belonging. The content strategy stimulated organic generation by fans, transforming the brand into host of a collective celebration that went beyond the stands and dominated digital conversations.
Fase 01
Concept — the game as a reason to celebrate
Instead of a traditional advertising campaign, the brand became host of an urban ritual: premium barbecue connected to local belonging and the historic moment of Esporte Clube Primavera.
Fase 02
Activation — a three-layered journey
Digital content, stadium presence and a premium hospitality box accompanied fans across four Série A matches of the Paulistão, weaving together sensory experience and brand narrative.
Fase 03
Amplification — fandom as media
The strategy fueled organic content creation by fans, turning the community into the campaign's main distribution channel and dominating digital conversations.
“Communication acted as a facilitator of an urban ritual — not as an interruption of the game.”
- 47M
- people reached on social media
- +1,063%
- growth in brand mentions
- 2,112
- organic fan-generated content pieces (UGC)
- 25k
- people impacted in-stadium
Not at the barbecue. Choose Estância 92
Manifesto piece: in football anything can change, at the barbecue the choice is always Estância 92.
Today is Ghost day
Rallying Primavera fans for the match against Mirassol at Ítalo Mário Limongi Pardieiro stadium.
The Ghost cheered
Post-victory celebration with the club mascot — we're the flavor of days that turn into history.
The flavor of the big games
Premium brand territory tied to the barbecue ritual on the most important match days.
Minerva Foods, official sponsor
Real fan portrait at the stadium wearing the Primavera jersey in the Paulistão Casas Bahia 2026.
Football calls for a barbecue with Estância 92
The campaign reaches the fan's home: family gathered in front of the TV with barbecue on the table.
Série A flavor — Primavera 0 x 0 Novorizontino
Paulistão match scoreboard tied to Estância 92's premium territory.
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