A Padaria Portuguesa, a bakery chain with more than 30 stores, every year puts out a social event called Guerra dos Bairros (The Neighbourhood War) that consists in a contest where every client can vote for their store. The primary objective is to unite every client with their neighbourhood store. The most voted store wins a free day of Pão de Deus, the most selled small cake. In this 4th edition, the Guerra dos Bairros had a communication campaign with mupies and radio ads inside de store and made a partnership with one of the best radio stations in the country. The 4th Guerra dos Bairros was the most voted ever and the winner neighbourhood was Lumiar.