How we helped Mondelēz connect fans and products within iFood

How we transformed a validated mechanic into a personalized product discovery experience within the iFood ecosystem.

Not every campaign needs to sell on the first click. Often, the most efficient path to conversion begins with an experience capable of generating identification and bringing the consumer closer to the brand.

During the world soccer championship, Mondelēz sought to connect its portfolio of snacks to the consumption moment experienced by iFood users. TRINCA, iFood's strategic technology partner, designed and developed an interactive experience that transformed the way people cheer into a personalized product recommendation.

A path of engagement and discovery

The proposal was to discover, based on the way each user experiences football, which Mondelēz product best matched their profile among Bis, Oreo, Trident, and Club Social. Instead of leading immediately to a purchase, the experience prioritized discovery, creating a light and relevant interaction before conversion.

As with other activations in the iFood ecosystem, the entire solution had to work within the app's webview, which required all the quiz logic to run on the device itself, with smooth transitions between questions.

“The technology can be the same, but the model needs to be customized. What we did for Mondelēz was exactly that. We took a mechanics that was already validated and dressed it with the identity of each of the brands, aligned with the objective and audience of each one. The structure scales and the experience becomes unique.”

Paulo Coutinho - New Business Specialist at iFood

How TRINCA Structured the Experience

We treated the quiz as a Single Page Application, designed to offer an intuitive and seamless experience. The priority was to preserve the playful nature of the interaction while creating a recommendation aligned with each user's behavior.

Although the solution's architecture had already been used in other experiences, the entire content layer, visual identity, association logic, and communication were redesigned to reflect the Mondelēz universe. This combination of technological reuse and strategic personalization allowed us to deliver a unique experience without sacrificing development efficiency.

The main decisions of the project were:

to develop a visual identity aligned with the Mondelēz campaign and the mood of the competition;
to create five objective questions capable of identifying user behaviors and preferences during the games;
to translate each answer into a score that pointed to the product most suited to the identified profile;
to lead the user directly from the personalized recommendation to the purchase page on iFood.

Personalization that brings brand and consumer closer

By combining an already validated technological architecture with a completely personalized experience for Mondelēz, it was possible to transform a simple interaction into a product discovery mechanism, strengthening the brand's presence throughout the user journey and creating a natural path to purchase.

The solution demonstrates how TRINCA utilizes accumulated knowledge from previous projects to accelerate deliveries, reduce technical complexity, and build exclusive digital experiences for different brands and business objectives.