The Zé Theory

The World Cup is taken very seriously in Brazil. So, to stand out among all the other football brands, Zé Delivery needed a campaign rooted in Brazilian football culture. So, Zé invented his own conspiracy theory – to win the World Cup, the necessary time of a Zé on the pitch.
To verify the effectiveness of the campaign, we needed to bring sales results to Zé Delivery, facing the post-pandemic scenario and surpassing the projections for a drop in the consumption of delivery apps during the World Cup in number of orders, monthly average before the campaign was 4 million. Zé had closed the year 2021 reaching 61.6 million orders and had the challenge of closing 2022 close to this result.