Tramontina: The Trophy Grill

Felipe Ritis, Vitor Amos

Barbecue manufacturer, Tramontina, achieved an iconic brand moment in Brazil when its trophy-like grill was raised above the heads of the National Championship-winning soccer team.

Campaign details

Brand: Tramontina Brand owner: Tramontina Entrant company: TramontinaIdea creation: Wunderman Thompson São Paulo Market: Brazil Sector: Sundries Media channels: Television & Connected TV, Social media, Word of mouth, Influencers, KOLsBudget: 500k - 1 million

Executive summary

Tramontina couldn't appropriate Brazil’s deep cultural relationship between barbecue and soccer due to costly sponsorship fees.

The brand needed to dribble the territory’s conventions and make its flame burn brighter than others by focusing on generating conversation.

Opportunity came from two factors: on one hand,...

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