Sadia combines classic products with the charm of 3D animation to bring the magic of Christmas to life.
Ashethe most remembered food brand inNatal and Top Of Mind on the occasion of Christmas dinner, launched its long-awaited Christmas campaign, which promises to delight and excite the Brazilian public. The 60-second film, called A Request for My Grandmother, combines reality and 3D animation and promises to rescue the essence of Christmas by showing that the best gift is the family around the table.
Check out the campaign video below:
Our products are the protagonists in the dinners of millions of Brazilians, who have an affectionate memory associated with the brand, which was the pioneer in Brazil to sell a large bird for the center of the table: the Sadia turkey. After atypical years of pandemic and World Cup, Sadia wants to rescue what should really be the essence of the date: the Christmas tradition of getting together with the family. Therefore, Sadia, the consumer’s partner brand at all times, rescues this tradition in the role of a link between the joy shared with the people we love on this special date and the unique flavors and aromas of our Christmas products, which they are so iconic at supper, says Luciana Bulau, executive marketing manager at Sadia.
A gift for my grandmother, Sadia’s Christmas film, in addition to rescuing these essential values of the date, presents the brand’s complete portfolio as a fundamental link to the film’s entire story: everything is built around the process of producing a special dinner . The iconic products are displayed in scenes in the incredible Christmas factory and during dinner, with images that promise to make your mouth water. Another central point of the narrative is the unprecedented partnership between the brand’s mascot, Lek Trek, and the Christmas cone Santa Claus.
Lek Trek, which in 2023 gained prominence in the brand’s new packaging, has been one of the most beloved mascots in Brazil for 52 years, and has had a positive effect on the brand’s sales by more than 30%, adds Luciana.
About the story, it all starts when the granddaughter asks her grandfather what she would like for Christmas and the answer is I just wanted everyone around the table. Thus, Lek Trek helps to fulfill this request.
Just as Sadia has the role of helping consumers on all occasions, LekTrek takes on the challenge of being Santa’s helper to make this Christmas a special one. The campaign brings enchantment, and involves the public in a story that has behind it a genuine desire to rescue this moment of gathering of loved ones around the table to celebrate. And, above all, Sadia is the magic wand that makes everything happen, with its products being the connecting link, says the executive.
In the film, the Lek Trek and the North Pole setting were produced in 3D animation and integrated into the real setting in post-production, using special effects that reinforce the magic of Christmas.
This is one of the biggest Christmas campaigns carried out by the brand. There were three days of filming, in three different locations, more than 200 professionals involved and 3D animation. In other words, a super production of cinema to delight and inspire our consumers at Christmas”, explains Gustavo Victorino, Executive Creative Director at Agncia África.
The campaign, signed by Africa Creative and produced by Iconoclast, has a robust and strategic media plan that will impact consumers in different media and touchpoints such as special OOH formats in some markets, TV and digital where the brand of continuity platform Sadi.a. as an ease for the consumer and, in addition, it will have content on social networks and special videos produced in partnership with the influencer and chef, Mohamad Hindi.
Inteligncia Amorosa Sadi.a.
Furthermore, on December 1st, the chatbot of Inteligncia Amorosa da Sadi.a., which uses resources fromartificial intelligence to offer personalized recipes to consumers through WhatsApp, received an update with dishes for end of year celebrations. The tool helps you choose between the different proteins offered by Sadia and directs consumers to partner retailer channels with a complete list of ingredients, with delivery to your location. Throughout the month, Sadi.a. bring new recipes and preparation tips to save your day on the most important date of the year, Christmas.
On the 15th, the platform gains a new functionality that allows consumers to send the brand’s Christmas film with a personalized message to friends and family. To create the content, simply activate Sadi.a’s Loving Intelligence. on WhatsApp, at number (11) 3506-8298, and answer the chatbot step by step. Finally, the video will be sent in the conversation and can be shared through the app.
Complete portfolio
The campaign icon is Peru Sadia, number one in Christmas sales among Brazilians, with a 40% market share. However, the film also highlights the brand’s broad portfolio, which has complete options for end-of-year celebrations such as Pernil, Tender, Supreme and Lombo. For the recording, a culinary production was carried out and all the dishes shown are now available on the brand’s recipe hub.
No other brand has such a complete portfolio of proteins that are the center of the meal, both in terms of flavors and spending possibilities. We want our consumers to realize how much of a partner Sadia is at all times, from everyday to the most special, with a portfolio that meets all of Brazilians’ Christmas needs, because for every type of Christmas celebration, there is a special Sadia product, concludes Luciana Bulau.
*Source: Brazilian Christmas, EcGlobal, 2021;
*Source: Folha Top Of Mind, 2023;
*Source: Nielsen, from 30/Oct 22 to 22/Jan 23, Christmas Meat and Total Peru categories.
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