For El Gourmet, we developed the campaign “Food brings us together, and so does football”, with the goal of expanding its audience of men aged 25 to 49 across Latin America. Through social listening, we identified two key insights: the cultural bond between football and food, and the humorous use of the phrase “you’ve got less football than El Gourmet” on social media. We leveraged both findings in a two-phase campaign: first, tapping into humor with viral content; then, highlighting everything these two worlds share through original content, partnerships with influencers and cable providers, and media amplification.
