A nationwide promotion that put Brazil’s most iconic dish to the test - where the public voted, and the best recipe won R$100,000.
Rice and beans are more than just a staple — they're a true symbol of Brazilian identity. Behind their simplicity lie family traditions, secret ingredients, and that unmistakable homemade flavor. In a time when home cooking is making a comeback, we saw the perfect opportunity to celebrate this dish that brings together flavor and nutrition like no other.
To connect with consumers on a deeper level, we created an engaging promotional mechanic: participants registered on the campaign’s microsite, shared their special recipe, and told us what made their rice and beans the best in Brazil.
A panel of judges carefully selected 20 participants, who then submitted videos showcasing their recipes and cooking tips. The top six were invited to the Camil Experimental Kitchen for a live cooking round, and only three finalists made it to the public voting stage on the brand’s website.
The winner was revealed on TV Record’s "Hora do Faro" and took home R$100,000. The campaign also had a strong in-store presence, featuring promotional packaging and custom-designed point-of-sale materials. Actor Mateus Solano led the brand campaign, tasting the finalists' dishes and adding credibility to the activation.
Beyond the competition, Camil amplified its media strategy, securing branded content in "Hora do Faro," sponsoring MasterChef Junior Brasil, and running high-impact placements on GNT and Discovery Home & Health.
