Heinz is tapping into a deeply rooted Brazilian tradition with “Grandma’s Darling,” a campaign that uses crochet to spark connection and drive trial for its mayonnaise.
Created by DAVID São Paulo, the work takes inspiration from a familiar sight in Brazilian homes, where grandmothers decorate everyday items with handmade crochet covers. Heinz brings that tradition to the shelf by dressing its mayonnaise jars in crochet jackets, turning the product into something instantly recognizable and culturally relevant.
“Crochet is part of the daily lives of many Brazilian grandmothers, who love dressing household items with handmade covers — from appliances to kitchen utensils. We drew on this popular cultural style to connect with customers at the point of sale and inspire them to choose a jar of crochet-covered Heinz mayonnaise. With ‘Grandma’s Darling,’ we want to encourage grandchildren who already know Heinz’s taste to introduce the brand to their grandmothers and invite them to try it. In doing so, we show in practice why, once you try Heinz, you don’t go back,” said Thiago Lopes, CMO of Kraft Heinz Brazil.
The campaign centers on a lighthearted film that plays into nostalgia while encouraging younger audiences to use crochet as a playful way to convince their grandmothers to switch brands. Watch below:
That idea extends into digital, where Heinz is sharing tutorials with “neo-crocheters” who create step-by-step content alongside their own grandmothers, inviting families to participate and recreate the look at home.
The activation also moves into the real world. Across São Paulo, out-of-home placements bring the campaign to the streets, including a bus stop on Avenida Paulista transformed into a fully crocheted installation.
To drive engagement, Heinz is offering limited gifts that include mayonnaise samples wrapped in crochet covers. Participants can unlock them by taking part in a “Grandma’s Favorite Quiz,” answering questions about classic grandmother habits to prove their status in the family.
“We fully immersed ourselves in the craft of crochet, an incredible handmade artform brought to life by real crocheters. In the launch film, we play with the contrast of an aesthetic that initially feels like a high-tech product reveal, only to unveil something analog and full of emotional meaning. It’s a celebration of craftsmanship that connects generations,” said Marie Julie Gerbauld, Chief Creative Officer at DAVID São Paulo.
The result is a campaign that blends humor, nostalgia, and cultural insight, positioning Heinz not just as a product, but as a new “darling” in the home.
CREDITS:
BRAND: Kraft Heinz
AGENCY: DAVID São Paul
- Partner, Global CCO: Pancho Cassis
- Global COO: Sylvia Panico
- CCO: Marie Julie Gerbauld
- ECD: João Gandara
- Creative Director: Guilherme Manzi, Mario Morais
- Art Director: Pedro Gattringer
- Copywriter: Guilherme Prado
- Social Creative: Ully Correa
- Creative Assistant: Jessica Sanguino
- Account: Tom Gil, Cacá Franklin, Karen Sousa, Maju Ficher
- Production: Fernanda Peixoto, Mariana Marinho, Amanda Santos, Ana Marques, Leticia Brito
- Final artwork: Victor Peccia
- Editor: Leonardo Nichida
- Strategy: Carolina Silva, Rafael Prieto, Sabrina Santos
- Media: Raoni Oliveira, Filipe Machado, Carolina Penteado, Tariana Monzani, Marina Audi
- Data Intelligence: Daniel Nobemassa
- Global PR & Communications Director: Sandra Azedo
- Client Approval: Thiago Lopes, Lariane Duarte, Thaís Correa, Fernanda Rubião, Bianca Gasparetto e Giovanna Terceiro
PRODUCTION COMPANY: Spritz.AI
- Director: Bio Machine
- Sound Production: Canja
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