Bauducco® Hack The Pack

Context:
In the supermarket, every shelf is a silent battlefield. Packaging competes for attention and some of them often show bread as the canvas for irresistible food shots. But very few of those packs actually sell bread. For a category struggling for relevance and differentiation, this overlooked cultural code opened an unexpected strategic opportunity.

Our Challenge:
With a limited budget, the brand needed a way to hijack attention to Bauducco Bread exactly where the purchase decision happens.

Insight:
If a lot of packs in the supermarket uses bread to sell their products — why can’t we use their packs to sell ours?

Strategy:
Turn the entire supermarket into Bauducco’s media channel. Using AI-powered visual recognition, we allowed shoppers to scan any product that featured bread on the packaging and receive a coupon for real Bauducco bread at checkout.

Idea:
“Hack the Pack” — a webapp that turned every product featuring bread into an interactive ad for Bauducco. Shoppers scanned packs, unlocked coupons and experienced the supermarket as a massive, unexpected campaign space.

Results:
78% sales increase
Thousands of scans & user interaction

Awards:
2025 MMA Gold - Marketing com Tecnologias Emergentes
2025 Cannes Shortlist - Creative Commerce
2025 CCSP anuário - Ação Promocional

My Role:
I focused on grounding the idea in real consumer behavior. I analyzed digital conversations about Bauducco breads, surfaced cultural insights that informed the strategic tension, and validated engagement mechanics — particularly around QR-code interactions — to ensure the experience felt natural inside the supermarket journey.