The new moment in communication created by Africa Creative will feature insertions on TV and digital media
Sadia presented the second phase of the “Your day asks for Sadia” campaign, which aims to reinforce the brand’s positioning as a consumer partner.
The new moment of communication signed by Africa Creative accompanied the movement of the brand’s new packaging, which is now gaining shares on TV, streets and social media.
“In the first phase of the campaign, we focused on visibility and had dynamic formats with more than 700 pieces with contextualized messages at different points of contact. Now, in this second wave, we work on maintaining our consumer’s interest with actions focused on bringing a greater impact So, we started with special actions on open TV and, on digital, we brought more content and information in partnership with influencers”, said Luciana Bulau, executive marketing manager at Sadia.
As part of the campaign, the brand made an insertion in the interval of the soap opera “Fuzu” on TV Globo, at the beginning of the month, and the action continued in the plot with the character Alcia preparing a chicken fricass recipe using the brand’s product. Now, the brand will have vignette insertions during the interval of the network’s 7pm soap opera, until November, and will also participate in merchandise in the section “Minha Mulher que Manda”, on Programa da Eliana, on SBT.
In addition to TV, the campaign will also be promoted on the streets of So Paulo, with an OOH positioned on Avenida Paulista highlighting the brand’s Original Nuggets and mascot, LekTrek.
On social media, the brand prepared content with influencers Michele Ykegaya, who cooks to the rhythm of the campaign’s jingle, and Paloma Boff, who prepares lunch boxes with Sadia products.
“Continuing the campaign strategy, we have dynamic creative optimization (DCO), which is segmented by time of day and profile, distributing segmented and contextualized messages. This is a new phase of the campaign, which reinforces its positioning through a strategy of segmented media and within the shopper’s context”, added Sharon Harrison, Executive Media Manager at BRF.
