About the project
The Polenghi Sauce Club, a line of delicious cheese-based products for dipping favorite snacks in, sought to break down barriers and generate consumer desire among a young audience plugged into fast food, games and entertainment.
It's time to party
Ginga was responsible for the “It’s Time to Dip” positioning, which was leveraged to help consumers build a connection with the brand across various touchpoints and consumption moments.
The campaign strategy was designed to reach consumers aged 18 to 35 who are interested in video games, movies, snacks, and fast food.
The campaign used visual presentation and appetite appeal to convey indulgence.
The image of various snacks being dipped into a jar of cheddar-flavored sauce—in situations that resonate with young audiences passionate about pop culture—sparked viewers’ desire.
The starting point
The campaign kicked off with an activation at Cinemark, and from there, an integrated, high-impact strategy was planned across various channels.
The agency and client worked together to enhance the film’s visual language and identity. The goal was to meet the campaign’s expectations and ensure the development of assets for ongoing work with the brand.
With a contemporary style and mouth-watering images, the main film shows that various snacks—such as vegetables, potato chips, sandwiches, pizza, and savory snacks—pair well with the sauce line.
On the big screen
At Cinemark, the film was shown in 12 theaters, and the cinema snack bars sold a special combo featuring 2 orders of fries and 1 Club do Molho Cheddar-flavored snack.
The main piece also spawned spin-offs in online media, such as a version where the snacks fell from the screen toward the product’s container as if in a game, and generated creative conversations connected to the target audience. The activations took place on Instagram, YouTube, and Cazamba.
The giant jar
The campaign also grew with the involvement of creators, who received a box imitating a giant jar of Club do Sauce Sabor Cheddar. In the kit, in addition to the product and snacks to taste, there were items related to the world of movie-goers, such as a headset, cloud slipper and bathrobe.
Engagement and Sales on the Rise with Polenghi
The campaign has launched and reached over 9.9 million key consumers across various channels, from the internet and movie theaters to the point of sale.
The creators’ content was viewed over 1.3 million times, with standout work from @igorzismos and @gabicattuzo.
Success was also recorded with sales of the product in the combo created specifically for sale at Cinemark. There were over 3,000 sales during the campaign.
9.9MM
9.9 million consumers engaged with the campaign on digital platforms.
1.3MM
1.3 million pieces of content created by influencers and creators during the campaign.
3 thousand
3,000 direct sales generated by the campaign in a record-breaking three-month period.
