Heinz taps Brazilian crochet culture to engage grandmas

Heinz Brazil has launched “Grandma’s Darling,” a campaign celebrating the cultural tradition of crochet in Brazilian grandmothers’ homes. The initiative outfits Heinz mayonnaise jars with handmade crochet jackets, encouraging grandmothers to try the product while invoking nostalgia and family connection.

The campaign centers on a lighthearted film that shows grandchildren playfully using crochet as a way to persuade grandmothers to swap their usual mayonnaise brand for Heinz.

As part of its digital strategy, Heinz is also sharing crochet tutorials with step-by-step guides from “neo-crocheters” and their grandmothers, inviting families to create their own jar covers.

Thiago Lopes, CMO, Kraft Heinz Brazil: "Crochet is part of the daily lives of many Brazilian grandmothers, who love dressing household items with handmade covers — from appliances to kitchen utensils. We drew from this popular cultural style to spark a connection with customers at the point of sale and inspire them to choose a jar of crochet-covered Heinz mayonnaise. With ‘Grandma’s Darling,’ we want to encourage grandchildren who already know Heinz’s taste to introduce the brand to their grandmothers and invite them to try it. In doing so, we show in practice why, once you try Heinz, you don’t go back."

Street activation highlights

The campaign includes an out-of-home strategy across São Paulo throughout March, featuring the film in various locations. A bus stop on Avenida Paulista, one of Brazil’s most iconic avenues, will be transformed into a fully crocheted installation.

On March 22, Heinz will distribute exclusive gift kits, including a Heinz mayonnaise sample dressed in a crochet outfit. Participants will take part in the “Grandma’s Favorite Quiz,” answering questions about classic grandmother habits to claim the gifts.

Marie Julie Gerbauld, Chief Creative Officer, DAVID São Paulo: "We fully immersed ourselves in the craft of crochet, an incredible handmade artform brought to life by real crocheters. In the launch film, we play with the contrast of an aesthetic that initially feels like a high-tech product reveal, only to unveil something analog and full of emotional meaning. It’s a celebration of craftsmanship that connects generations."

www.heinz.com

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