Challenge

Atletico Mineiro, one of Brazil’s biggest football clubs, were about to conquer the national league after a dry spell of 50 years. More than that, they would do it a couple of rounds early. But the Brazilian Football Confederation only hands out the trophy after the final round. So, after 50 years, they would celebrate with no trophy.

Inspiration

Tramontina, the biggest Brazilian barbecue utensils brand, saw an opportunity there. We noticed that one of our grills was kind of a trophy. So we gave it a little twist and gifted the players during their celebration, substituting the official trophy.

Idea

Atlético Mineiro, the Brazilian Champion, raising a barbecue grill as a trophy: that was crazy! The idea spread on social media. The trophy grill became the hero of other tournaments and became a real product.

Growth

Tramontina’s sales increased 289%, and the brand reached a record engagement. In a sport where you need millions of dollars to sponsor any club, with only a fraction of that (U$100K), we guaranteed something that even sponsors with far more investment couldn’t: a space next to the champion team.

TRAM Case Churrasco Cópia5 copy

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