In the US market, Brazilian gastronomy suffers from a strong stereotype: it is almost exclusively associated with high-end steakhouses. When EyeSea took over the marketing for the Boteco do Manolo franchises, we identified a massive gap in the market: there was no scalable brand representing authentic, everyday Brazilian comfort food.

Our mandate, over an intensive 6-month project, was to build the branding foundation and marketing infrastructure to transform the franchise into the leading representative of casual Brazilian dining abroad. The goal was to break out of the “immigrant bubble” and attract the mainstream American audience.

To structure this expansion, we executed a strategy across 4 main fronts:

• Problem 1: Lack of Identity for an International Audience.

  Our Solution: Rebranding and Positioning. We created the concept and visual seal for the “Authentic Brazilian Restaurant” and pivoted the brand’s communication to a fully bilingual format (English and Portuguese). The objective was to educate the local consumer and establish a corporate visual standard for the franchisor.

• Problem 2: Technology Adoption (App Launch). How do you incentivize customers to download and use a restaurant’s proprietary app?
  Our Solution: Celebrity Campaign and Mascot Production. We designed the app launch campaign by bringing in renowned Brazilian actress Bianca Castanho as the face of the activation. Beyond producing all video and static assets for social media, we stepped outside the digital realm: we produced the physical “Manolo” mascot doll, which is now a permanent and iconic fixture across all restaurant locations.

• Problem 3: Generating “Hype” and Immediate Foot Traffic.
  Our Solution: Tactical Activation and Influencer Marketing. During the FIFA Club World Cup, we seized the perfect cultural opportunity. We hired strategic influencers tied to Flamengo (Brazil’s most popular soccer club) and turned the Miami location into the official fans’ headquarters. The result was explosive: a packed house all day long, fans bringing musical instruments to celebrate, and a constant waiting list of over 40 people at the door.

• Problem 4: Standardizing Franchise Expansion.
  Our Solution: New Market Launches. We collaborated on the launch of new locations in Cape Cod and Tampa. We executed everything from local PR and press releases to the complete visual identity for the grand openings (invitations, special event menus, step-and-repeat backdrops, and launch ads), in addition to producing all official printed materials for the franchisor.

The Result: Building the Strategic Foundation

During this period, EyeSea heavily managed the brand’s social media, video editing, and visual structuring. We left behind a professionalized marketing infrastructure, a physical mascot that embodies the brand, and the definitive proof that with the right cultural activation, it is possible to generate massive lines at the door and authentic community engagement.