New hamburger shop in São Paulo wants to bring fans closer to their idols through snacks, and bets on partnerships with artists and influencers to compose the menu
In April, a new hamburger joint hit the market: No Name Burguer. As the name itself says, the brand “does not have” a name, since its objective is to associate with artists and influencers to, based on their personalities and preferences, develop hamburgers that will be part of the company’s menu for a certain time. The first collaborations were made with Cleo, João Guilherme and Lucas Guedez.
The partnership between the brand and the influencers was achieved through Mynd Brands, whose partners are Gil Bastos, head of Mynd Brands, Fátima Pissarra and Carlos Scappini, CEO and COO of Mynd, the largest influencer marketing and entertainment agency in the country. Alongside No Name, Cleo, João Guilherme and Lucas participated in the entire product creation and development process, tasting, choosing ingredients, packaging and price, in addition to bringing their tastes and experiences to the mood do shooting of the campaign.
Cleo’s hamburger is made with brioche bread, smash burguer, american cheese, bacon farofa, iceberg lettuce, tomato and No Name Original sauce. Lucas’s is with brioche bread, chicken, american cheese, iceberg lettuce, red onion and green mayonnaise. João Guilherme’s is with brioche bread, burger rump steak, american cheeseonion crispy and No Name Special Sauce.
Felipe Garone, Felipe Gentil and Rodrigo Del Santo are the founding partners of the company, whose main purpose is to create a connection between celebrity and consumer based on products.
“Our idea, from the beginning, is to form No Name’s identity through artists and influencers who will give the burgers their own name and, from that, provide a nice experience to the fans, shortening the path between them and the idol. We want to reach consumers’ homes linked to a storytelling”, affirms Felipe Garone.
Initially, in addition to Cleo, João Guilherme and Lucas Guedez hamburgers, the brand will also have two basic hamburgers on its menu: the Classic, made with Australian bread, double smash, creamy cheddar, bacon farofa and caramelized onions; and the X Burger, made with brioche bread, double smash, american cheese and No Name Special Sauce. The five hamburgers will cost between R$29.90 and R$32.90, and the combos, which come with fries and a drink, between R$44.00 and R$50.00.
Despite the company having two points of sale in São Paulo, the products will only be available to delivery in the south zone. The goal by the end of the year is to reach eight stores, encompassing more regions of the São Paulo capital, and one of them being a physical point of sale, which will function as a concept store.
Check below the promotional photos of No Name Burguer with Cleo, João Guilherme and Lucas Guedez.
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