São Paulo, March 2026 – After the success of the first phase, Pomarola, the first tomato sauce brand in Brazil, and Chay Suede are once again starring in a new wave of content that continues the “The Sauce Guy” campaign. Developed by MRM Brasil, the second phase brings the concept “Only those who have Pomarola have the sauce,” reinforcing the brand’s superiority and its connection with the expression that has become part of digital culture.
Based on social listening, the agency identified that the expression “to have the sauce” is being widely used on social media as a synonym for beauty, style, and charisma. With this insight, Pomarola authoritatively appropriates this territory to show what it truly means to have “the sauce,” and who really possesses it.
Based on the performance of the previous phase, Pomarola and Chay Suede are now returning with two new films, new characters, and a strategic expansion of media. In addition to digital, where it all began, the campaign will now also include a presence on broadcast television, with 30-second and 15-second versions, as well as actions on Meta, TikTok, YouTube, and retail media, strengthening the reach and capillarity of the communication.
The results of the first phase highlighted the campaign’s impact on both engagement and business performance. According to Cargill, between May and July 2025, the campaign achieved 47 million engagements (54% above target) and 239 million views, in addition to generating +5 percentage points in the premium segment and a volume increase of 2.4 million units during the campaign period, reinforcing the agency’s work in building strategic relationships that drive business growth.
“We are excited to continue the campaign with Chay Suede. In this new phase, the focus is on expanding the conversation with consumers and reinforcing Pomarola’s leadership as a benchmark when it comes to having the best sauce. We believe this action brings the brand closer to the public in a fun way, reinforcing our commitment to products that gain space in people’s daily lives,” says Daniel Pontes, marketing leader for the tomato products category at Cargill.
The aesthetic of the new videos maintains the striking visual identity of the first phase, combining retro references with a modern language. Filming was done by Noir Tropical, Chay Suede’s own production company, who, in addition to starring, also serves as the creative director of the films along with MRM Brasil.
“From my first experience with Pomarola, it was clear that we would have a very fertile creative environment, far from the obvious of traditional advertising. In this new phase, the process was even more fun, with new characters and situations that expand this universe. Reliving the atmosphere of my audition on Ídolos, which marked my first appearance on TV, was nostalgic. As for the campaign, I’m dressed as a tomato and singing rap, something I’d never seen before. This is a campaign that mixes memory, humor and creativity in a very special way for me,” comments Chay Suede.
“The expression ‘to have the sauce’ remains popular and continues to be used in many different ways. This time, we reversed the focus to evolve the message: if before Chay was ‘the sauce guy’, now we show that whoever has Pomarola, has the sauce. And no one better than Chay, who is already recognized as ‘the sauce guy’, to represent this idea again,” comments Guilherme Medici, Creative Director of MRM Brazil.
Beyond the campaign, Pomarola is expanding its presence in the entertainment and pop culture territory by sponsoring Omelete’s live broadcast of the 2026 Oscars, which took place last Sunday, March 15th. This initiative continues the movement begun during the Golden Globes coverage, where the sauce also featured prominently in social media conversations. Now, the brand remains connected to the main film awards, reinforcing the concept of “having the sauce,” an expression present in different contexts of pop culture and frequently used on social media to refer to actors and personalities who possess charisma, presence, and a distinctive style.
