• Heinz Brazil partnered with DAVID São Paulo on a mayonnaise campaign using the cultural craft of crochet to appeal to grandmothers and multi-generational connection.
• The equally adorable and clever campaign depicts Heinz mayonnaise bottles cloaked in crocheted jackets to win over grandmothers.

The “Grandmacore” trend burst onto the aesthetics scene a year or so ago, fueled by frilled nostalgia and handcrafted decor. The originators, the doily-peddling grandmothers themselves, of course, are running rampant near and far, but nowhere more pervasively than in Brazil.

In the South American country, one of the cornerstones of the Grandmacore movement, crochet is a national symbol of love and warmth, on full display throughout grandmothers’ homes. All sorts of household items, including everyday objects like appliances, utensils, and remote controls, are lovingly decorated in colorful, handwoven covers.