Heinz just pulled off one of the smartest — and funniest — marketing moves of awards season. While Hollywood flooded Los Angeles with traditional “For Your Consideration” billboards pushing films and performances, Heinz Brazil flipped the script with a campaign that celebrates something a little less official… but arguably just as important: sauce.
Created by DAVID São Paulo, the billboard popped up along Sunset Boulevard, right in the middle of prime Oscars campaign territory, featuring the phrase “For Your Consideration” in Portuguese: “O baiano tem o molho.”
Translation? The Bahian has the sauce.
The line taps into a viral Brazilian phrase that took off online during the rise of The Secret Agent and its star, Wagner Moura, who hails from Bahia. In Brazilian slang, “having the sauce” isn’t about condiments — it’s about presence. Charisma. That intangible thing that makes someone undeniable.
So yeah, it tracks.
Moura is in the awards conversation for Best Actor, with The Secret Agent also generating buzz in the international category, making Heinz’s timing feel less like a stunt and more like a perfectly placed cultural wink.
“Heinz has always been synonymous with sauce, it’s part of our DNA,” said Thiago Lopes, CMO of Kraft Heinz Brazil. “When this phrase started gaining traction, it felt like the perfect way to connect our brand with a moment of pride for Brazilian talent.”
The placement is key. Positioned near the Dolby Theatre in West Hollywood, ground zero for Oscars campaigning, the billboard blends seamlessly into the sea of FYC ads… until you actually read it.
And then it hits.
Marie Julie Gerbauld, Chief Creative Officer at DAVID São Paulo, summed it up best: the goal was to take a global cultural moment and filter it through a distinctly Brazilian lens, turning a standard awards-season format into something playful, proud, and unmistakably local.
It’s sharp. It’s timely. And most importantly, it works.
Because in a city obsessed with who deserves the gold… Heinz just reminded everyone who’s got the sauce.
CREDITS:
BRAND: Kraft Heinz Brazil
Client Approval: Thiago Lopes, Lariane Duarte, Thaís Correa, Fernanda Rubião, Bianca Gasparetto
AGENCY: DAVID São Paulo
- Partner, Global CCO: Pancho Cassis
- Global COO: Sylvia Panico
- CCO: Marie Julie Gerbauld
- ECD: João Gandara
- Creative Director: Guilherme Manzi, Mario Morais
- Creative team: Pedro Gattringer, Guilherme Prado, Matheus Santos
- Account: Tom Gil, Cacá Franklin, Karen Sousa, Maju Ficher
- Production team: Fernanda Peixoto, Mariana Marinho, Amanda Santos
- Editor: Victor Peccia
- Strategy: Carolina Silva, Rafael Prieto, Sabrina Santos
- Media: Raoni Oliveira, Filipe Machado
- Data Intelligence: Daniel Nobemassa
- Global PR & Communications Director: Sandra Azedo
PRODUCTION COMPANY:
- Motion: Md Filmes
- Photo: Luiza De Moraes Campos
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