Piece signed by Africa Creatives begins the brand’s 80th anniversary celebrations and will feature a 360 strategy with TV, digital and OOH
Sadia will celebrate its 80th anniversary this year and, to celebrate the date, it is focusing on an emotional tone in its new campaign that aims to reinforce the quality and tradition of the brand.
The piece, signed by Africa Creative and produced by Boiler Filmes, highlights the seasonal products on the back and revives the slogan “Nem a pau, Juvenal”, used for the first time in 2006. With the positioning “Your day asks for Sadia”, the brand aims to reinforce its vocation as a consumer partnership.
Sound production was the responsibility of S de Samba, with musical direction by Wilson Simoninha and Jair Oliveira.
The campaign, which debuts this Tuesday (23), has ham as a highlight based on the motto “Your day calls for Sadia Presunto”, but there is also work focused on Salame, with the phrase “Your day calls for Sadia Salame” packaged by Jairzinho’s jingle.
“For the brand’s 80th anniversary, our strategy in 2024 is to rescue the affective memory of Brazilians. Who has never had a story with the presence of Sadia over the years? In addition to Juvenal, the classic cold cuts slicer is back in this first campaign of the brand. year to renew the brand’s relationship with the next generations. The granddaughter’s film is really a passing of the baton: if it’s not Sadia, ‘No way, Juvenal!'”, said Rafael Carvalho, Creative Director at Africa Creative
The executive explained in an interview with propmark that, before launch, Kantar carried out a post-test with consumers. As a result, the campaign received above-average positive responses in branding, pleasantness and brand differentiation.
“The cold cuts campaign with Juvenal, launched in 2006 and with the slogan ‘Nem a pau, Juvenal’, had great repercussion and scope of use, popularizing the term. To start the year celebrating 80 years and recover affectionate memories of consumers, Sadia had the idea of bringing back this character in one of the films in the 2024 cold summer campaign”, highlighted Luciana Bulau, Sadia’s executive marketing manager.
The film’s setting featured 250 Sadia products to bring life to the bakery where the story takes place. Furthermore, communication relies on a 360 strategy that encompasses TV film, Digital, OOH and other points of contact with the consumer.
‘No way, Juvenal’
Sadia integrated Maple in 2006, in a campaign signed by DPZ that became one of the landmarks in advertising at that time and became popular among Brazilians.
For this “remake”, Luciana explains that Africa Creative “drank from the source of the original Juvenal” and brought more contemporary elements to the play, such as the character of the granddaughter who appears in the film.
“The film was recorded over two days and featured the original actor who created the character “Juvenal” in 2006. In addition, we had the collaboration of more than 100 people on set. The film’s setting included 250 Sadia products to bring the bakery to life where the story takes place”, concluded the executive
