ENO

The Objective

From heartburn relief to owning the conversation

ENO Fruit Salt, Haleon Brazil’s established heartburn relief brand, wanted to step beyond its traditional territory and connect with people in a lighter, more integrated way on Brazil’s Burger Day.

The challenge was to link the relief the product provides to burgers, one of Brazilians’ favorite food indulgences. The brand needed a way into the burger conversation on TikTok and a way to make ENO the official sidekick for anyone who loves to eat guilt-free, at any burger joint on the feed. After all, if the day belongs to burgers, the night might just belong to ENO.

The Solution

A content strategy that hit the spot

To own the burger conversation, ENO worked with agency Publicis LeOne and media partners BR Media and Lema to cook up a full-course content strategy on TikTok. The “Alívios Escondidos” (“Hidden Relief”) campaign turned content into real-world value by serving discount coupons on a menu of native videos all about burger culture.

Branded Mission was the way to engage the community. It challenged creators to show their love for burgers and sparked a wave of videos made by the audience itself, packed with TikTok’s signature language and humor. But the brand mission didn’t work alone.

With Spark Ads, the brand gave both the challenge and the campaign message a boost by amplifying content from creators and from ENO itself. With Search Ads, the brand also showed up when people searched for burgers, snack bars, or restaurants on TikTok, connecting its message with high purchase intent moments.

The cherry on top (or the fries that come with the burger) was TikTok Pulse. With our contextual advertising solution, ENO secured an always-on presence next to the platform’s hottest content. It appeared right alongside food and lifestyle videos that were already capturing people’s attention, strengthening ENO’s association with Burger Day.

Interactive Add-ons finished the recipe. They added interactive elements to the ads to drive clicks, reactions, and coupon redemptions, helping turn curiosity into intent.

With this mix of formats, ENO built a strategy designed from the start to deliver direct value to its audience, combining behavior, benefits, and the right context. But did it work?

The Results

A mouthwatering performance

The campaign was a resounding success, beating the brand’s benchmarks. The Brand Lift study showed a 4.7-point incremental lift in purchase intent, 62% above ENO’s benchmark, plus a 2.2-point incremental lift in ad recall.

The campaign generated over 55.9 million impressions and reached 17.4 million consumers, with more than 1 million total clicks. CTR also beat TikTok’s benchmark by 5%, showing the power of combining native content, high-impact formats, and search inventory, all seasoned with nearly 116,000 interactions across likes, comments, and shares.

These results helped support the case entered in the TikTok Ad Awards Brazil 2025 in the “Best Use of Format” category. ENO didn’t just connect authentically with the community. It also cemented its image as the go-to solution for that heavy post-burger moment, changing the way people talk about an antacid on the platform and earning its place in the hearts (and stomachs) of burger lovers.