How do you inspire the Brazilian masses? Through the transformational power of cooking and sharing food. Ketchum and Friboi partnered with Special Chefs, a local organization that uses gastronomy to inspire Brazilians with Down Syndrome, to create Friboi’s “Special Christmas” campaign. Residents of an elder care facility were treated to a surprise meal, cooked and served by Special Chefs, bringing smiles to each delighted guest. Captured on video and shared throughout Brazil, “Special Christmas” quickly became a heartwarming reminder that it doesn’t matter how different you are. What matters is the difference you make. An astonishing 99.6% of all comments regarding the video were positive, compared to only 14% positive mentions of Friboi in the blogosphere the year before.