French chef Erick Jacquin stars in Wyda’s new campaign for the Wyda MasterChef Brasil line. Created by Mad Hit, the campaign combines humor and gastronomy, featuring the MasterChef Brasil judge speaking flawless Portuguese while showcasing the products in the new line, which includes aluminum foil, PVC food wrap and baking trays designed to make recipe preparation easier both at home and in professional kitchens.
The creative idea is built around one of Jacquin’s most recognizable characteristics: his French accent. In the campaign, the chef begins speaking Portuguese correctly when using Wyda MasterChef Brasil products, playing with the idea that when everything becomes easier in the kitchen, even what seems difficult can become effortless.
The film also humorously introduces the brand’s pronunciation, explaining that Wyda is pronounced “Vida.” By having Jacquin speak flawless Portuguese, the campaign turns the chef himself into a “translator” for the brand, reinforcing both its pronunciation and the line’s promise of practicality.
“Working with humor and cultural situations is part of MAD HIT’s DNA. We are happy to contribute to WYDA and its MasterChef line in such a bold and innovative way,” says Caio Aidar, CEO of MAD HIT.
“Investing in a campaign like this represents a new moment for Wyda. We want to strengthen our brand, expand our presence and connect with consumers in a more relevant way. Our partnership with MasterChef Brasil enhances this movement by bringing together entertainment, gastronomy and communication to increase brand awareness, build a closer relationship with audiences and create new business opportunities,” says Michel Navarro, Head of Corporate Marketing and Trade Marketing at Wyda.
In addition to the main film, which will air on Band, HBO and social media, the campaign includes the digital series “MasterChance,” featuring former MasterChef contestants Léo Salles (@leosallescf), Bárbara Frazão (@chefbabifrazao) and Well Teixeira (@well.chef), who get a new opportunity to surprise Chef Jacquin. The campaign also includes point-of-sale materials, a special project on the TudoGostoso portal, fully integrated with the campaign’s visual identity, digital billboards in the city of Ribeirão Preto and programmatic media, expanding Wyda’s presence across different channels.
Through its partnership with MasterChef Brasil, Wyda aims to increase brand awareness and introduce its product line to new audiences, combining the relevance of the culinary franchise with light-hearted and humorous communication.
“The partnership with Wyda reinforces MasterChef Brasil’s potential as a platform capable of connecting brands and consumers in a creative, relevant and engaging way. It is an initiative that expands the brand into products that ensure better storage, preservation, quality and durability for recipes, with the MasterChef Brasil touch. This collaboration shows how licensing experiences can create stories that go far beyond the screen, enabling a stronger connection with audiences,” says Fernanda Abreu, VP of Live Entertainment, Licensing and Influencer Marketing at Endemol Shine Brasil.
Dining and Cooking