Bauducco® Lovers

Context:
Bauducco® aimed to evolve Bauducco® Cozinha, its cooking channel, from a purely instructional platform into a more engaging and participatory content experience.

Challenge:
Bring the brand closer to consumers by turning cooking into entertainment — and consumers into protagonists.

Insight:
Bauducco® is one of the most loved brands in Brazil, and consumers were already spontaneously sharing their cooking experiences through social media using the brand’s portfolio. Instead of only teaching recipes, Bauducco could learn with its consumers — giving them the protagonism they already claimed.

Strategy:
Transform the brand’s content ecosystem into a reality-style experience powered by UGC and social challenges. By inviting consumers to actively compete, create and express their passion for Bauducco, brand engagement became entertainment.

The Idea:
Bauducco Lovers — a TikTok-first reality competition designed to find the ultimate Bauducco fan.
The journey began with UGC recipe submissions using Bauducco products, followed by TikTok challenges created to test creativity and genuine brand passion.

Due to the success of the first edition, the project evolved into V2 and V3:

1. Christmas Challenge — inspired by a cultural tension we identified: Team Panettone vs. Team Chocottone, turning a seasonal debate into entertainment.

2. Easter Challenge — coming 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 led the strategic workshop that originated the reality-show format. I researched reality-show mechanics and social-first competition models to inspire the structure, and co-designed the challenges to naturally integrate Bauducco products into the dynamics — ensuring the idea balanced entertainment and brand relevance.