iFood has launched a new campaign to promote Clube iFood, its subscription plan, with the irreverent “Winners” campaign, created by DM9. The campaign transforms the experience of Íbis, known as the “worst football team in the world” and registered in the Guinness Book for this reputation. Now, thanks to iFood, the team that loses the most will finally come out on top.
The initiative offers Íbis fans exclusive benefits, such as a subscription to the iFood Club, free delivery and up to R$50 in discounts on orders made on iFood, all for 2 free months. The campaign highlights that even those who are experts at losing can be victorious. Every time Íbis is defeated, its fans will receive advantages within the iFood platform.
The campaign, which runs from August to September, was designed to communicate the benefits of the iFood Club and emphasize that, with it, no one loses — not even the worst team in the world.
The first phase of the campaign was launched on Sunday (18), with exclusive content for TikTok and Instagram. To encourage engagement on social media, the brands started a dialogue on X (formerly Twitter) about last Sunday’s match, whether it was a win, loss or draw. Then, in a collaborative post, iFood and Íbis announced the news in a video with the participation of the team’s players, thanking the platform for the 2 months of free iFood Club.
How the iFood Club works:
Clube iFood is an iFood subscription plan that can be purchased in two ways: via a monthly plan with automatic renewal or via a one-time purchase, valid for 30 days. Those who subscribe to Clube iFood have access to 5 25% discount coupons (limited to R$10), valid for 30 days, free delivery coupons at selected restaurants, special partnerships (Cinemark and Boking.com), and several other exclusive benefits. Using only the discount coupons, you can save up to R$50 per month, in addition to all the other benefits. Clube iFood has a monthly cost of R$12.90.
Technical sheet:
Agency: DM9
Campaign: Winners
Advertiser: iFood
Agency: DM9
CEO: Pipo Calazans
CCO: Icarus Doria
COO: Thomas Tagliaferro
CSO: Stephanie Campbell
CPO: Anna Ferraz
VP OF CREATION: Laura Esteves
VP OF MEDIA: Renata Valio
VP CONTENT AND INNOVATION: Cleber Paradela
SERVICE: Heloisa Franco and Gabriela Penafiel
CREATED BY: Vinicius Curi, Guzera, André Bueno, Lucas “Jaiminho” Martins, Edu Torres, Giorgia Gandhi, Bruna Barioni, Thiago Campos
MEDIA: Gabriela Vecchia, Matheus Rocha, Giuliana Pellegrini, Joao Amano, Jessica Gusman
PROJECT MANAGER: Paula Lopes and Fernanda Barros
CONTENT STRATEGIST: Gabriela Campagnucci, Eric Costa, Cintia Luz and Matheus Frageri
PLANNING: Giovanni Pavan, Larissa Baldassarini and Matheus Guidelli
CREATIVE PRODUCTION: Thiago Campos
SPECIAL PROJECTS: Caio Rodrigues and Lindsay Oliveira
CREATIVE DATA: Bruno Simões, Flávia Ito, Patrícia Ramos and Raivich Alves
VIDEO CREATOR: Gabriel Santos
EDITING, MOTION AND FINALIZATION: Marcus Becker
CLIENT APPROVAL:
Ana Gabriela Lopes – Senior Marketing Director
Ana Claudia de Oliveira – Head of Marketing
Renata Lemos – Marketing Manager
Marina Moreira – Marketing Manager
Barbara Zarpelon – Marketing Manager
Caroline Poppi – Communications Coordinator
IMAGE PRODUCER
Producer: Bateu Castelo
Directed by: Daniel Edmundson & André Hora
Cinematography: Gustavo Pessoa & Tiago Calazans
Direct sound: Catharine Pimentel
Producer: Daniel Edmundson & André Hora
Support: Marcio Dias Gomes & Eduardo Araujo Falcao
Driver: Anderson Felipe Gomes da Silva
SOUND PRODUCER
Producer: Blood Audio
Musical direction and musical production: Otavio de Moraes
Coordinator: Carol Vadasz
Finishing: Vitor Motter / Rafael Pacheco
Executive Producer: Dani Monaco
FOOTBALL CLUB
Clube: Ibis Sport Club
President: Ozir Jose Vieira Ramos Junior
Marketing Director: Nilson José Carmo da Silva Filho
Coach: Rodolfo Euclides de Souza
Players: João Vitor Andrade de Souza and Guilherme Henry da Silva
Mascot “Defeat”: Valdercio Figueiredo de Lima
