Little Black Book Online tracks innovative advertising design, and I often read stories there that I don’t see anywhere else.

A story about an innovative initiative that Heinz, the globally known condiment brand, has introduced in Brazil caught my eye the other day.

The aim of ‘Reviews For Naturalization‘ is to help refugees in Brazil on their path to becoming naturalized citizens by encouraging customers at burger joints nationwide to leave positive reviews for immigrant staff, turning everyday feedback into recommendations for naturalization applications.

There are more than 710,000 refugees from countries like Venezuela, Afghanistan, and Ukraine currently residing in Brazil. While many have found employment within the restaurant industry, it can be daunting for people without established local networks or facing language barriers to obtain necessary letters of recommendation. 

Heinz’s program aims to bridge this gap by converting customer reviews into formal letters of support, significantly streamlining the naturalization process, says LBB Online.

‘Everyone is welcome at this table,’ says Heinz. By leveraging its longstanding relationships with burger restaurants, which employ a substantial number of refugees, Heinz is encouraging patrons to spotlight the exceptional service and dedication of immigrant employees. 

Reviews highlighting the efforts of a ‘friendly server from Haiti’ or a ‘diligent line cook from Syria’ are intended to demonstrate these workers’ invaluable skills and integration into the community.

The ‘Reviews For Naturalization’ program was developed in collaboration with the creative agency Africa over two years.

As the world faces increasing challenges related to displacement and migration, Heinz’s approach offers a model for how companies can engage customers in fostering a supportive community ethos. “We believe in helping where help is needed most,” said a Heinz spokesperson. “Through ‘Reviews For Naturalization,’ we are not just selling condiments; we are actively participating in making a difference in people’s lives.”