Bacalhau da Sorte 

(Lucky Cod)

The challenge consisted in creating an awareness campaign for Continente’s sponsorship in a field full of giants far more associated with soccer.

Bacalhau is the Portuguese national dish and our team takes it wherever they go, from European to international competitions.
As a Portuguese supermarket with a clear positioning on the food territory, Continente had to do something with that information. That’s why we tied this national dish with the best and worst moments on the pitch with the consumption of bacalhau.

Before the lucky cod hit the shelves, we spread some myths about our national team and cod.
We were present at the pre-World Cup friendlies, made merch and made the Bacalhau da Sorte available for consumption in fan zones.

And started eating Bacalhau religiously before every match. Even the players.


Agency:
Fuel

Art Direction & Design:
Raquel Marques, Rita Bargiela

Copy:
Zé Perdigão

Design Creative Director:
Armando Gomes

Creative Direction:
Andreia Ribeiro