Representing iFood, LatAm's most valuable company (2020-2023)

Under the leadership of Chris Knight, MOUSA.I.'s Creative Director, our team spearheaded a comprehensive strategic communications program for iFood across English-speaking markets, primarily the U.K. and U.S., including major media outlets with Brazilian bureaus. The campaign showcased iFood's extraordinary journey from a mid-stage Brazilian startup to Latin America's most valuable company, highlighting its innovative approach to food-tech, commitment to sustainability, and remarkable market dominance.

Pioneering "The Movile Way": A new model for innovation

Through strategic messaging, we positioned Movile's distinctive investment approach as a compelling alternative to Silicon Valley's traditional venture capital model. Working closely with co-founder Fabricio Bloisi, who transitioned from Movile CEO to iFood CEO and ultimately to Prosus' global CEO, we crafted narratives highlighting how "The Movile Way" fostered innovation through a focused, hands-on investment style. This distinctive approach emphasized rapid innovation, risk mitigation, and ecosystem building, showcasing how Brazilian ingenuity could reshape global investment practices.

Tech leadership in challenging times

Our campaign spotlighted iFood's technological breakthroughs, particularly during the pandemic, when the company revolutionized delivery services in Brazil's complex urban landscape. We secured prominent coverage on CNN International with Julia Chatterley, featuring iFood's groundbreaking drone delivery programs and robotics initiatives. Through strategic thought leadership placement, we positioned iFood as a pioneer in AI adoption within Brazil's burgeoning tech sector.

See Bloisi's interview with CNN's Julia Chatterly on "First Move":

https://x.com/jchatterleycnn/status/1306633888681336834

Promoting good corporate citizenship and sustainability impact

For more than years from San Francisco, we amplified iFood's commitment to environmental and social responsibility, highlighting initiatives such as the transformation of its headquarters' rooftop into an organic garden and the implementation of similar projects in Brazilian public schools. The campaign showcased iFood's investment in low-carbon delivery solutions, including e-bikes and e-motorcycles, while emphasizing the company's innovative financial support program that provided fair-interest loans to struggling restaurants during the pandemic.

The FT covers iFood's market dominance and strategic success vs. Uber

The culmination of our communications strategy was reflected in The Financial Times' feature story, "Brazilian delivery group iFood corners meals market," which detailed how iFood effectively outmaneuvered Uber Eats in Latin America's largest economy. This narrative positioned iFood as a testament to Brazilian entrepreneurial excellence, leading up to Prosus's strategic acquisition of majority shares in 2023, cementing iFood's status as a global foodtech leader.

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