H3: Feeding an iconic debate
Driving sales by enhancing the Portuguese culture: food
H3 is a Portuguese love brand that believes burgers can be “true food”. Every year, H3 launches an exciting limited edition, and in 2024, they made a bold move by recreating a burger inspired by one of Portugal’s most traditional and iconic dishes, the Francesinha.
NEI was responsible for the digital creator strategy that explored the concept “Este vai dar molho”, tapped into a cultural debate as old as the dish itself to launch the new H3 version.
H3: Feeding an iconic debate
Campaign sneak peek
05
Creators
11
Contracted Content Pieces
04
Additional Content Pieces
2.1M
Impressions
7%
Engagement Rate
Our Work
Starting a conversation on social media around such a beloved dish could go really well or really wrong. The Portuguese don’t joke about food.
To keep the comment section fun and light, we carefully selected soulful gastronomic creators — people who take food seriously — to try the h3 à La Francesinha, interpret the brief in their own authentic style, and show that it’s more than just a meal: it’s a ritual.
From in-store tastings to heartfelt tributes in Porto, the birthplace of the Francesinha, our creators showed genuine engagement, expressing excitement not just for the product but also pride in Portuguese heritage. Their enthusiasm was crucial to sustaining momentum and contributing to the campaign becoming one of the most successful.
“We carefully selected soulful gastronomic creators — people who take food seriously — to try the h3 à La Francesinha, interpret the brief in their own authentic style, and demonstrate that it’s more than just a meal: it’s a ritual.”
The team
Business
Strategy:
h3
Concept & Campaign
Strategy:
Dentsu
Creator Strategy &
Management:
NEI
Content Creation:
Carla Sofia Chang,
Bom Garfo, Chefe Jamon,
Imchentric, Mariana
Azevedo, Mariana
Baptista
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