In Brazil, crochet is a symbol of affection deeply rooted in grandmothers’ homes, where everyday objects, from water filters to TV remotes, are often decorated with handmade covers. Heinz Brazil taps into this cultural custom with the “Grandma’s Darling” campaign, outfitting its mayonnaise jars in crochet jackets as an invitation for grandmothers to try Heinz. A lighthearted film evokes nostalgic feelings among grandmothers, while encouraging grandchildren to use crochet as a playful argument to convince them to try Heinz. As part of the digital strategy, the brand created crochet tutorials to teach followers how to create their own crochet outfits for Heinz jars, featuring creators alongside their own grandmothers.