São Paulo, December 2025 – Tirolez, the number 1 Brazilian cheese brand, in partnership with AKM, launches the year-end campaign “Queijo do Reino do Nordeste – O Reino perto do Coração” (Kingdom Cheese of the Northeast – The Kingdom close to the Heart). The initiative stems from the reality of millions of people from the Northeast of Brazil who build their lives far from home and who, at the end of the year, feel the distance take on a greater emotional weight. The campaign aims to bring people and stories closer together through narratives typical of Christmas and the end of the year, connecting memory, affection and tradition to consumption experiences and digital activations.
“A gift full of meaning can travel miles, activate memories, and make someone feel at home, even when far away. In this context, Queijo do Reino (a type of cheese) ceases to be just a product and becomes a language, a messenger of affection between those who left and those who stayed,” comments Juliana Pileggi Suplicy, CEO of AKM.
The initiative invites those who live far away to send the product as a gift to their relatives in the Northeast, accompanied by a personal message. The cheese’s journey symbolizes the reunion that happens before the hug, the affection that arrives before physical presence.
In the digital realm, the campaign features a squad of influencers strategically selected based on their personal stories and relationship with the product. The campaign includes names like Juliana Feitoza, Stenio Birth, Poeta Gonçalo Sandes, and Inaiama Aires, who authentically embody the brand’s positioning, generating genuine connection with the audience.
In this campaign, history and emotion played a central role in the choice of influencers. We have content creators who currently live in São Paulo and will visit their families, taking Queijo Reino cheese in their suitcases to Bahia, Pernambuco, and even Pará. Reinforcing the product as a symbol of affection and connection between people.
The campaign is being broadcast on social media channels such as Instagram, TikTok, and YouTube.
