Fogo de Chão Meat Dreams
To spark new energy around brunch, we helped Fogo de Chão launch a premium, limited-time centerpiece: the 12-hour roasted Bone-In Beef Shank. The idea was to elevate brunch into something more indulgent, and give people a reason to treat it like an occasion.
To build anticipation, we took a different angle on influencer seeding. Instead of a typical promo box, we created a high-end, tongue-in-cheek self-care experience designed to make brunch feel like a full ritual, not just a meal.
Enter the Meat Dreams Relaxation Kit: a custom “Brunch Ballads” playlist (complete with soothing gaucho voiceovers), a beef-shank–scented bath bomb, a plush eye mask, and a Fogo gift card. It was unexpected, a little absurd, and highly shareable, exactly what we wanted.
The campaign rolled out across 227 social placements with 61 influencers, generating 11.2M impressions and driving a 38% lift in brunch sales.
