Bauducco® Lovers
Bauducco®
2025
Agency
March
Ampfy
Challenge
The Problem
Turn Bauducco Cozinha from a recipe channel into an entertainment platform — bringing the brand closer to consumers by making them the protagonists.
While Bauducco® was a highly loved brand, its content ecosystem was still largely instructional and brand-led, limiting deeper engagement with younger audiences who expect participation rather than passive consumption.
The Insight
Idea
Consumers were already creating and sharing their own Bauducco recipes organically. Instead of only teaching recipes, the brand could learn from its community — giving fans the protagonism they were already claiming.
A TikTok-first reality competition designed to find the ultimate Bauducco fan. The journey started with UGC recipe submissions, followed by TikTok challenges.
Due to its success, the platform expanded into new seasonal editions:
V2 — Christmas Edition
Inspired by a cultural tension we identified: Team Panettone vs Team Chocottone, transforming a classic seasonal debate into entertainment.
V3 — Easter Edition - Soon :)
Results
• Record-breaking NPS for Bauducco in digital
• User-submitted videos for the Mission: 131% above benchmark
• Over 106K uses of the hashtag #BauduccoLover
• Project expanded into a second and third edition due to its success
My Role
I contributed to the strategic development of the platform — helping shape the core insight, define the participation mechanics and guide the cultural direction to ensure the idea felt native to Gen Z behavior while strengthening Bauducco’s brand relevance.