#MeuHamburguerMaturatta:
The GINGA campaign that connected burger lovers
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In 2023, an impressive 174,000 hamburgers were consumed every week and on delivery apps - it was the big seller. But even with so much love for this dish, many still don't have the habit of preparing burgers at home.
To change this, Maturatta, with a strategy developed by GINGA, launched a Hamburger Day campaign focused on inspiring consumers to make their own hamburgers at home, with surprising results.
The campaign began with an invitation to true burger lovers: put together your favorite recipes and celebrate around the grill.
Renowned barbecue masters such as Tadeu de Marco, Daniel Lee and Paulo Yoller were asked to set the tone and share their recipes. From there, the conversation broadened with the sending of special kits to burger fans, who created inspiring recipes and shared them with the Maturatta community on social media.
GINGA's communication used a combination of Branded Mission on TikTok, TopView and Auction Sustainability, 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 present their creative versions of the dish, and there was a bit of everything that Brazilians like.
The presence on social networks was a success, with the campaign surpassing Brazilian benchmarks on TikTok.
In addition, brand recall has grown by 238% since the beginning of the year, consolidating the Maturatta name among the main players in the hamburger market.
With a well-structured digital strategy focused on engagement, GINGA helped Maturatta transform Hamburger Day into a collective and engaging experience, opening up new avenues for the brand.
