iFood, a Brazilian technology company, announces a special program aimed at delivery drivers throughout Brazil during the biggest football event of the year. With the concept "The game starts on the street," the campaign connects the daily lives of those who work on the streets to how Brazilians experience football in their cities, bringing together the distribution of exclusive apparel, promotional campaigns, tournament-related experiences, and activations at the platform's support points.
Among the highlights are bags, UV t-shirts, jackets, and official CBF sweatshirts that will be distributed throughout May and June in 12 Brazilian cities: São Paulo, Rio de Janeiro, Santos, Belo Horizonte, Recife, Salvador, Curitiba, Brasília, Goiânia, Fortaleza, Porto Alegre, and Campinas. Information about invitations, challenges, and item distribution will be communicated directly through the delivery drivers' app.
The distribution will be aimed at delivery drivers invited by the platform, prioritizing the Super category – which includes the drivers with the best performance on the platform – but will also include actions for regular drivers.
The program also includes campaigns with opportunities for additional earnings, such as the "Time on the Track" mechanics, which allow a delivery driver to assemble their team of delivery drivers and earn up to R$5,000 in additional income for these referrals, and other sweepstakes campaigns, as well as experiences connected to the atmosphere of the tournament. These include delivery drivers participating in the Brazilian national team's farewell game at the Maracanã stadium, activities at the iFood Camisa 10 Arenas in São Paulo and Rio de Janeiro, delivery drivers participating in the Brazilian national team's farewell parade, sticker exchange events, and the distribution of exclusive items, including jerseys autographed by the national team.
In the coming months, iFood's more than 41 support points distributed throughout Brazil will also get into the spirit of the competition. In different regions of the country, delivery drivers will be able to participate in themed events, receive giveaways, have prize-winning deliveries, and enjoy social areas. The schedule includes activations in cities in the Northeast, Southeast, Midwest, South, and North regions of the country.
The campaign also includes cultural actions inspired by how football is experienced on Brazilian streets, with initiatives such as street painting and experiences connected to the daily life of cities during the tournament. iFood will be working with delivery drivers from Rocinha and influencer Ruan Juliet on an action that will renovate a court in the community that will be used for a local delivery drivers' tournament.
In addition to the in-person programming, iFood is preparing a unique experience within the delivery driver's app. During the campaign period, the app will feature a themed visual identity, special content, and a hub dedicated to the platform's activations and experiences. This space will bring together challenges, information about the programming, and news all in one place.
“When the Brazilian national football team takes the field, it transforms the routine of cities, animates the streets, and creates moments of encounter that are part of Brazilian culture. Since delivery drivers are on the streets all the time and live this daily life, we devised a program that would bring them even closer to this experience throughout the tournament. The idea of the campaign is precisely to connect the atmosphere of football with those who are on the streets daily, creating opportunities for recognition, interaction, entertainment, and special experiences during this period,” says Beatriz Pentagna, B2B marketing director at iFood.
With programming that combines recognition, entertainment, and earning opportunities, iFood reinforces its commitment to valuing delivery drivers across the country. For more information about the programming, delivery drivers can follow the platform's official channels.
