Lew’Lara TBWA

The Challenge

Rice and beans are the most traditional dishes in Brazil, but in recent years, the production and consumption of these foods have drastically decreased.

Camil, the leading brand for the production of rice and beans in Brazil, needed to take action. Their goal was to rebalance the rice and bean production chain, from plantation to plate.

The Solution

On the production side, Camil introduced the 50/50 protocol. This guarantees a balance in investment and equal conditions for rice and bean growers. In return, it requires growers to maintain a balance between environmental preservation and the non-use of pesticides, applicable to both small and large producers.

After two years of production-side improvements, all that remained was for consumers to rediscover the value of beans. Lew’Lara\TBWA drew inspiration from the biggest debate in Brazil: beans on top of rice or rice on top of beans? Brazilians are distinctly divided on the correct way to eat them.

Lew’Lara\TBWA created unique packaging that combined the two products in one split pack: 50/50. The bag displays both items in either arrangement, allowing consumers to choose which one goes on top and which goes on the bottom. Camil then fueled the debate by launching the product through influencers who argued for both sides. This sparked a nationwide conversation, and through playful separation, Camil successfully reunited rice and beans.

The Results

Tons of rice and beans grown after the 50/50 protocol
Liters reduction in pesticides
Increase in bean sales
Increase in organic conversation
Media impressions

Consumers, growers, and nature all benefit from the project, which united, divided, and rebalanced rice and bean consumption in Brazil. By combining rice and beans into one product and sparking a playful debate, Camil placed rice and beans in the national spotlight. Moreover, by implementing changes in its production chain, Camil achieved balance for both products from start to finish.