iFood Mercado Ziploc Recipe Book

For the iFood Mercado year-end campaign, we developed a relationship marketing initiative centered around a functional and emotional gift: a recipe book designed for people who are not comfortable in the kitchen but still want to impress at holiday dinners.

The concept was born from a real consumer pain point: the anxiety surrounding holiday gatherings for those who do not cook. The solution embraced radical simplicity, every recipe follows the bag cooking method, where ingredients are combined directly inside a Ziploc bag, with no complex steps, no mess, and virtually no room for error. From the bag, straight to the oven or the table.

The menu covered the two peak moments of the season, Christmas and New Year’s Eve and also included vegan options, expanding the initiative’s reach to different user profiles. The book was distributed as a reward for purchases above a certain amount on iFood Mercado, creating a tangible conversion incentive combined with a positive and lasting brand experience.