The films will air on GNT, GloboNews and Discovery Home & Health


The new Friboi campaign will highlight the role beef plays in Brazilian’s everyday lives, showcasing the product in several different mealtime and preparation scenarios.


The “O que dá gosto” campaign that launched on GNT will also air on GloboNews and Discovery Home & Health. The campaign will run until November this year.


The agency developed the campaign’s own song and melody with different lyrics and rhythms for weekends and weekdays.


“Meat on the table means a complete, nutritious and tasty meal. Brazilians now know to ask for Friboi. This new campaign will revisit the emotional aspect of serving meat at family gatherings”, said Felipe Luchi, COO and partner at Lew’Lara/TBWA.


The first video, shown on weekdays, highlights the feeling of togetherness we can generate at everyday meals. The second video, which airs on weekends, underscores the opportunity to be with family and friends. 


“Beef is one of Brazil’s most popular foods. In addition to adding flavor to meals, it is part of Brazilians’ routines and a helps bring people together at times of celebration. We want the campaign to highlight this aspect, as well as the flavor that meat brings to consumers’ lives and the contentment it brings to the table”, said Renato Costa, Friboi CEO.


The campaign will also be activated on GNT television show “Perto do Fogo”, with chef Felipe Bronze. The campaign will also run on the Academia da Carne Friboi, an online platform that offers information about beef as well as culinary tips and recipes and making-of videos. 




Agency: Lew’Lara\TBWA

Client: Friboi

Product: Institutional

Title: O que dá gosto

CCO: Felipe Luchi

Creative Director: Gustavo Diehl and Sthefan Ko

Creation: Fabio Santoro, Mauricio Chemale Cardoso, César Russo and Rafael Rosa

COO: Wilson Negrini

Business: Raquele Rebello, Isadora Spinardi and Carla Mariano

CSO: Renata Serafim

Strategy: Rafaela Badaró, Luciana Moraes and Marcela Calura

VP of Data and Media Strategy: Vicente Varela

Media: Suellen Kiss, Bruna Dantas, Tatiane Lopes and Marcio Pederiva

Production Director: Patricia Gaglioni

Production: Sabino

Image Production: Santa Transmedia

Director: Gustavo Gripe

Assistant Director: Tatiana Senna

Executive Producer: Renata Munaretto

Client Services: Elisa Mello

Editor: Diogo Comum

Color: Dimitris Karteris (Liquor)

Post-production: André Chaves, Fernando Branco, Gabriela Brandes, Pedro Alk, Vinicius Meyer and Sivo Greven

Finalization: Jacqueline Almeida and Roberto Neto

Audio Producer: Comando S Audio

Musical Director: Serginho Rezende

Production: Equipe Comando S

Finalization: Equipe Comando S

Client Services: Elis Pedroso / Juliana Marcheti

Voiceover: Petros Vassiliadis and Carolina Carô Carvalho

Client: Renato Costa, Ailton Firmino and Tatiane de Deus


Source: Propmark Online