Fogo de Chão, the fine dining restaurant rooted in the Brazilian churrasco experience, wanted to showcase its new bone-in beef shank for brunch. Known as the ultimate dinner indulgence, beef shank, requires more care in preparation than most of Fogo’s offerings. In fact, it takes 12-hours to lovingly prepare.
So, our main objective was to highlight the benefits of Fogo’s preparation while also inspiring foodies to try this unusually indulgent item for brunch.
Today’s food enthusiasts are drawn to culinary experiences that are difficult to recreate at home. As such, the meticulous preparation demanded by bone-in beef shank would generate allure to this cut. Framing the bone-in beef shank as an exclusive, scarce offering requiring an exacting and delicious degree of care,
And this audience deeply cares about “care.” From what they eat to how they pamper themselves.
Self-care is a booming category, growing to over an 18 billion dollar industry in the US alone, and driving millions of social conversations, channels, at-home remedies, and beyond. In comparison, no cut of meat is treated better than Fogo’s beef shank. Roasted for over 12-hours, it tenderizes much like we aim to tenderize ourselves with spa remedies, breathing techniques, and meditation apps. This parallel would be our inspiration: we would turn a cut that starts prepping the night before into a reason for our guests to prepare themselves to dine at Fogo.
Fogo would bring this together through the Meat Dreams campaign. Meat Dreams featured a collection of slumber-inducing, self-care remedies inspired by their bone-in beef shank — designed to help guests prepare with the same, methodical intentions as our Gauchos prepared their food.
Fogo’s Meat Dreams kit included:
A Bone-In Beef Shank-Scented Bath Bomb that turned still baths into sizzling broths
A Signature Spotify Playlist of a Gaucho quietly reciting Fogo’s brunch menu with added flair over a selection of spa melodies
A Silky “Meat Dreams” Sleep Mask and Do Not Disturb Doorknob Hanger to ensure our guests rested just like every great cut does
And a Gift Card to Fogo de Chão to taste the brunch they’ve expertly prepared for
Sent to bath and beef-loving influencers, every aspect of the experience aimed to relax the user much like their meal was relaxing over the fire, turning not only tomorrow’s brunch — but the night before it — into an indulgent event equally as full of mindfulness as it was flavor. In a world at its most chaotic, we gave our diners a chance to take a deep breath and relax, helping their stresses melt away as the fat of their most anticipated cut melted itself.
Meat Dreams ignited Fogo’s brunch business, driving a 38% increase in brunch sales compared to 2019 sales numbers. On social, the campaign generated increased support organically, capturing over 11 million earned media impressions, and inspiring more interactions and mentions than any campaign prior.
1.2 million unique organic impressions on social content
116k engagements for a 10.14% engagement rate
16% higher than the average engagement rate on Fogo's social channels
But most importantly, we helped brunchers take their heart rate down and slow their breathing during a year marked by chaos—a stat that can’t be quantified, but can be felt in bathtubs and dining rooms across the nation.