About the project
In 2023, an impressive 174,000 hamburgers were consumed each week, and on food delivery apps, it was the top-selling item. But even with so much love for this dish, many still aren’t in the habit of making hamburgers at home.
To change that, Maturatta, with a strategy developed by GINGA, launched a campaign on Hamburger Day focused on inspiring consumers to make their own hamburgers at home, with surprising results.
A hamburger barbecue brings together masters and fans in the Maturatta community.
The campaign kicked off with an invitation to true burger lovers: to create their favorite recipes and celebrate around the grill.
Renowned barbecue masters, such as Tadeu de Marco, Daniel Lee, and Paulo Yoller, were brought in to set the tone and share their recipes. From there, the conversation expanded with the distribution of special kits to burger fans, who created inspiring recipes and shared them with the Maturatta community on social media.
TikTok strategy makes #MyMaturattaBurger go viral with an engaged community.
GINGA’s campaign utilized a combination of Branded Mission on TikTok, TopView, and Auction Support, creating a direct connection with the online community. In the end, to boost engagement, content creators and fans actively participated in the campaign, using the hashtag #MeuHamburguerMaturatta to showcase their creative takes on the dish, and there was a little bit of everything—just the way Brazilians like it.
The social media presence was a success, with the campaign exceeding Brazilian benchmarks on TikTok.
My Maturatta Burger with GINGA
A campaign that brought together master barbecue chefs, special kits, and #MyMaturattaBurger on TikTok to engage fans and establish Maturatta as the go-to spot for authentic and creative burgers.
266M
Total reach of the campaign across digital and social media platforms.
7MM
Views generated by viral content and community interactions.
