The challenge was to engineer a reaction that could be a match to the organic hype that The Sandwich launch caused in the US, even with a brand that is far less culturally powerful in Brazil.

In order to achieve that effect, we developed a method called HYPE BY DESIGN to create curiosity around the product: over the course of a month, we built the hype from the ground up, starting the conversation through a selection of Popeyes megafans we mapped through social media. First, we made everyone beg for The Sandwich to #cometobrazil on the Queremos! platform (The Sandwich became the #1 most requested artist, surpassing BTS). Then, for a week, Brazilians were only allowed 1 Sandwich per person. When we finally let everyone have it, it took two weeks for us to run out of chicken due to the high demand.