The game as a ritual of celebration.

Strategic and content planning

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.

• 47 million people reached on social media during the campaign period
• 2,128 total brand mentions, representing a 1,063% growth compared to the previous period
• 2,112 pieces of content organically generated by users (UGC), validating the fandom strategy
• 43% positive sentiment in mentions, reflecting the favorable association between the brand and the club's historic moment
• More than 25,000 people physically impacted at the stadium over four games
• 317 kg of premium cuts served in the exclusive VIP suite, consolidating the brand's sensorial experience