GALE and Fogo de Chão, the internationally renowned restaurant, have launched a new brand campaign, “Fogo is Fire.” Created by GALE, Fogo de Chão’s creative and media agency of record, “Fogo is Fire” celebrates the brand’s Brazilian heritage, with “Fogo” meaning fire in Portuguese. The campaign also embodies the soul of Southern Brazil—where the restaurant was founded—by igniting the liveliness, warmth, and energy brought to every aspect of guests’ dining experiences, from special to everyday occasions. “Fogo is Fire” exemplifies GALE and Fogo de Chão’s mission to increase brand affinity with authentic and attention-grabbing campaigns. 

Appearing across digital platforms, “Fogo is Fire” features a wealth of the brand’s offerings, from food to drinks to celebratory occasions. The campaign also features a series of reimagined iconic songs by the Brazilian singer and songwriter, Alexia Bomtempo, with the first release being a rendition of the classic song by Johnny Cash, “Ring of Fire.”

“Fogo is Fire” is further celebrated and embodied by the brand’s first-ever merchandise debut, with a limited quantity collection of t-shirts, hoodies, and more. This release marks the first in a series of exclusive merchandise drops from GALE and Fogo de Chão. Each limited-time collection encourages guests to showcase their love for Fogo de Chão in new ways while celebrating key moments and seasonal menu offerings.

“Our ‘Fogo is Fire’ campaign is more than a tribute to our roots—it’s a bold step that ignites the future of dining," said Barry McGowan, Chief Executive Officer at Fogo de Chão. "Since Fogo’s inception, we’ve been dedicated to preserving the rich traditions of Southern Brazil while innovating to meet the evolving tastes of our guests. By embracing the essence of our heritage and blending it with fresh culinary innovations, we are redefining the dining experience. Whether it’s weekend brunch, lunch, dinner, or a late-night bite at Bar Fogo, this campaign is about celebrating connection, flavor, and tradition in every bite, ensuring that each visit to Fogo is as unique and unforgettable as the last."

“‘Fogo is Fire’ is more than a campaign—it’s a celebration of the passion, energy, and connection at the heart of Fogo de Chão,” added Becky Kitlan, GALE Group Creative Director. “By reimagining iconic songs with a Brazilian twist and launching the brand’s first-ever merch line, we’re bringing Fogo’s heritage to life beyond the restaurant. This is just the beginning of how we’re igniting culture in fresh, unexpected ways.”