iFood Mercado

iFood Mercado launched during the pandemic as a new feature in the app: the possibility of doing grocery shopping without leaving home. I was responsible for the creative direction, art direction, and execution of a campaign that needed to explain this new behavior in a clear and accessible way.

The visual language was rooted in everyday life: common elements emerging from the mobile screen, both playful and explanatory at the same time. The campaign unfolded across the app, social media, and advertising, but also extended into the physical environment of partner supermarkets, with signage designed for the entire user journey—from the parking lot to the aisle, and from the aisle back to the app.

The giveaways reinforced the partnership with the markets: customized shopping bags, ecobags, and boxes developed in collaboration with each establishment, bringing the brand into people’s shopping routines.