Brabo Empanado de Queijo Minas is the new sandwich with a Brazilian flavor from McDonald’s

Women’s World Cup

Galvão Bueno presents the winning lineup of the new sandwich with Brazilian ingredient

In the warm-up for the 2023 FIFA Women’s World Cup™, McDonald’s, official sponsor of the event, presents the new sandwich from the Brabos do Méqui platform, which has a taste of Brazil. Brabo Empanado de Queijo Minas arrived at restaurants this week accompanied by the owner of the voice that represents the Brazilian’s passion for football: Galvão Bueno.

With jargon already known from the sport, Galvão presents the champion lineup of the new sandwich, which unites the crunchiness of Minas cheese breading, a Brazilian ingredient already known to consumers, with the exclusive mayonnaise flavored with smoked meat, Méquinese. To top it all off, crispy lettuce and onions and a 100% beef hamburger, featuring the biggest meat in Méqui, on a brioche bun. A great goal from Méqui!

“We selected our best ingredients to create this limited edition with the flavor and creativity of Brazil, perfect to complete our Brabos platform with a gold medal, whose main characteristic is indulgence and the combination of flavors of special ingredients. And in this launch in a football atmosphere, we summoned the voice that dictates the pace of Brazilian passion to celebrate with us every bite as if it were a goal”,

explains Sérgio Eleutério, McDonald’s Marketing Director in Brazil.

The campaign

Created by GALERIA.ag, the campaign will feature a TV movie in which Galvão Bueno dubs, with all the emotion of football and iconic phrases, the McLovers excited to try the new sandwich. The narrator even enshrines the flavor and quality of Brabo Empanado de Queijo Minas with his famous “Ai eu toco y me voy… Pro Méqui!”, inviting everyone to discover the novelty. The campaign premiered on TV last week and is now available on the brand’s YouTube channel.

“To enhance this limited edition Méqui, we created a campaign that plays with the different excitement that is to try the new Brabo. It’s something to be excited about at the ‘Galvão Bueno’ level. We celebrate the main catchphrases of the narrator’s story, bringing the sandwich and our consumer as protagonists”,

says Rodrigo Porto, Creative Director of GALERIA.ag.

The campaign will also feature OOH (Out-Of-Home) media and exclusive social media executions. In addition, McDonald’s will also be broadcasting the 2023 FIFA Women’s World Cup™ on CazéTV, channel of streamer Casimiro Miguel, in partnership with LiveMode. During the tournament, the campaign will continue on CazéTV’s programming, which will feature daily special promotions, in addition to content such as the Brabos reaction and QR Code directed to the Méqui app, with coupons and free shipping on McDelivery for everyone to enjoy the games with even more more flavour. See the list of participating restaurants in the Méqui app.

*With advisory information

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