Mendorato Scores Big With Football and Flavor in Brazil
Mendorato's "Great Goal of Flavor" is a 2018 Brazilian digital campaign created by Alta Comunicazione that positions the confectionery and snack brand as the natural companion for football fans watching their favourite team, associating product consumption with the emotional highs of match-day viewing.
The campaign was published in October 2018 in Brazil, a month that places it squarely within the final stretch of the domestic football calendar. Alta Comunicazione, based in Ribeirão Preto, Brazil, produced two media assets for the digital medium, constructing a concise but culturally loaded creative statement. The core premise is direct: when a great goal arrives, Mendorato is there. The brand is positioned not as a passive presence on a snack shelf but as an active participant in the ritual of watching football, a ritual that carries enormous emotional weight across Brazilian society.
"Great Goal of Flavor" extends a strategic platform that Alta Comunicazione had already established for Mendorato the previous year. According to altacomunicacao.com.br, the agency launched "Mendorato – Golaço de Sabor" in October 2017 for Santa Helena, the parent brand behind Mendorato, targeting the final phase of the Campeonato Brasileiro. The 2018 iteration, archived in both adsoftheworld.com and clapboard.com, continues that football-viewing narrative rather than introducing an entirely new strategic direction. The campaign's Clapboard Score stands at 54 out of 100, reflecting a creative execution that successfully deploys cultural relevance but operates within a relatively compact digital footprint.
Brazil is among the world's most significant confectionery and snack markets. The global confectionery market was valued at approximately US$127.8 billion to US$141 billion in 2018, according to researchandmarkets.com, and reached US$201.01 billion by 2023, representing a compound annual growth rate of around 5.1 percent over that period. In Brazil specifically, confectionery consumption is closely tied to social occasions, and football viewing represents one of the most consistent and emotionally charged of those occasions in the country.
Alta Comunicazione's strategic insight for the "Great Goal of Flavor" snack campaign rests on a well-established behavioural truth: Brazilian football fans consume snacks as part of the communal viewing experience. By anchoring Mendorato to the specific emotional peak of a goal — arguably the defining moment of any football match — the campaign claims ownership of an instant that is universally understood by its target audience in Brazil. This is occasion-based positioning executed with cultural precision.
In the Brazilian confectionery and snacks category, Mendorato competes against both multinational confectionery giants such as Mondelēz International, which holds significant market presence through brands like Bis and Lacta, and domestic players with established retail footprints. The decision to pursue a digital-first campaign in 2018 reflects an understanding that Brazilian football audiences were increasingly consuming both match content and advertising through mobile and online platforms. According to altacomunicacao.com.br, the 2017 predecessor campaign was designed to generate approximately 100 million impacts, demonstrating that the platform was built for scale from its inception and that the 2018 digital continuation operated within an already-primed audience framework.
André Almeida served as creative director on "Great Goal of Flavor", with Leonardo França as art director, according to clapboard.com. Together, they shaped a campaign whose creative economy — just two media assets — demands that every element carry its full communicative weight without redundancy.
The campaign's narrative logic is built on substitution and association. Football and snacking are presented as inseparable; the joy of a goal becomes a trigger for the pleasure of the product. This is not an unusual mechanic in sports-adjacent snack advertising, but the execution within the Brazilian cultural context gives it specificity. The phrase "Golaço de Sabor" — roughly translating to "Great Goal of Flavor" — fuses football vocabulary directly into the product description, making the brand's positioning legible in a single compound image. The linguistic move is clean and memorable, which matters considerably when a campaign operates on a two-asset digital footprint.
As a digital campaign, "Great Goal of Flavor" prioritises imagery and copy that can function rapidly and independently — a necessity for content consumed on social feeds where dwell time is short and context switches frequently. The creative direction opts for clarity over complexity, making the football-snack association immediately decodable rather than requiring narrative build-up across multiple exposures. According to adsoftheworld.com, where the campaign is archived, the assets are visual-first executions consistent with the social and digital formats common to Brazilian digital advertising in 2018. The overall approach reflects a craft sensibility that prizes cultural directness — a reasonable choice for a confectionery brand operating within a market where football is not merely a sport but a shared emotional language.
No verified performance data for "Great Goal of Flavor" is publicly available. No awards recognition for the campaign has been documented across Cannes Lions, the Effies, The One Show, D&AD, the Clio Awards, the Webby Awards, or WARC, according to clapboard.com. Similarly, no verifiable media coverage or independently reported campaign results are on record for the 2018 execution.
Structural analysis of the campaign's likely effectiveness begins with its platform continuity. According to altacomunicacao.com.br, the 2017 predecessor campaign was planned to generate approximately 100 million impacts and included roughly 100 digital pieces. Metro advertising associated with that earlier campaign was estimated at more than 1.3 million impacts per week, also per altacomunicacao.com.br. The 2018 "Great Goal of Flavor" campaign, building on an already-established audience relationship with the Mendorato football-viewing platform, would reasonably have benefited from that prior brand priming even while operating with a more contained two-asset digital output.
The campaign's structural strengths lie in its cultural timing — October 2018 aligns with peak Campeonato Brasileiro engagement — and the linguistic efficiency of its core creative idea. Its limitations, reflected in the Clapboard Score of 54 out of 100, are consistent with the reduced scale of its asset volume relative to the breadth of the platform it was extending. A more expansive media plan and a larger creative suite would likely have amplified reach and delivered more measurable brand recall within Brazil's competitive confectionery and snacks landscape.
"Great Goal of Flavor" is a 2018 digital campaign for Mendorato created by Alta Comunicazione in Brazil. It positions Mendorato as the ideal snack for football fans watching their favourite team, using the emotional peak of a goal to associate the confectionery brand with match-day viewing rituals across Brazil.
Alta Comunicazione, based in Ribeirão Preto, Brazil, created the campaign. André Almeida served as creative director and Leonardo França as art director, according to clapboard.com. The agency had previously developed the 2017 "Golaço de Sabor" platform for Mendorato's parent brand, Santa Helena, establishing the football-snack narrative continued in 2018.
Mendorato used football because match-day viewing is one of Brazil's most consistent social rituals, creating a natural occasion for snack consumption. Alta Comunicazione anchored the brand to the emotional moment of a goal, making the football-snack association culturally immediate and personally resonant for Brazilian audiences during the Campeonato Brasileiro season.
Mendorato's "Great Goal of Flavor" receives a Clapboard Score of 54 out of 100. The score reflects a culturally relevant creative concept and strong platform continuity from 2017, offset by the campaign's limited two-asset digital footprint and absence of independently documented performance results or awards recognition.
Yes. According to altacomunicacao.com.br, Alta Comunicazione launched a preceding campaign titled "Mendorato – Golaço de Sabor" in October 2017, targeting the final phase of the Campeonato Brasileiro. The 2018 "Great Goal of Flavor" continues that established football-viewing platform rather than introducing a new strategic direction for the brand.
The campaign is archived on adsoftheworld.com and clapboard.com, where its two digital media assets are documented. No broader editorial coverage or trade-press features for the campaign have been publicly verified, making these advertising archives the primary sources of record for the 2018 Mendorato campaign.
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