Heinz Pickles Ketchup was launched and consumers pointed out that it tasted just like McDonald's. But Heinz isn't served there anymore. No problem. In Brazil, there are 11235 other Mc's: small businesses named "McSomething". They may not be original in their names but are very original in their recipes.
If our Ketchup adds McDonald's flavor to everything, why not help these small business become as successful as the original? Heinz sponsored the Other Mcs helping improve ingredients, delivery and merchandising. Then, provided them with videos to customize to promote themselves, featuring the most famous Funk artist, MC Don Juan.