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Bauducco® Hack The Pack
2025
April
Context:
Bauducco®, Brazil’s leading biscuit brand, needed to increase awareness and sales of its bread portfolio while competing for attention in a crowded supermarket environment.
Challenge:
With a limited budget, the brand needed to drive visibility and boost sales for Bauducco Bread while sharing shelf space with well-established competitors.
Insight:
If many supermarket products use bread imagery on their packaging to sell their own items (e.g., burgers, cream cheese), why couldn’t we use those same packs to sell bread itself?
Strategy:
Turn other brands’ packaging into Bauducco®'s media channel.
Idea:
Hack the Pack transformed everyday grocery shopping into an interactive experience. Using AI-powered visual recognition, shoppers could scan any product featuring bread on its packaging and instantly unlock a coupon for real Bauducco® bread at checkout — turning competitors’ shelves into unexpected media.
Results:
• Over 78% sales increase
• Thousands of scans and user interactions
• Strong performance led the client to expand the activation to additional supermarkets
🏆 Awards:
・MMA Gold 2025
・Cannes Shortlist 2025
・CCSP Anuário 2025
My role:
I led the strategic foundation of the project — analyzing consumer behavior, identifying cultural insights at the point of sale, and validating in-store engagement mechanics to ensure the experience felt natural within the shopping journey.
