With 30% more investment, the brand will focus on experimenting with its products during the three days of the festival
This will be Sadia’s third year at Lollapalooza Brasil, but this time, the brand stops being a supporter and becomes a sponsor of the event that will take place between March 22nd and 24th, at the Autdromo de Interlagos, in So Paulo (SP).
With an investment 30% greater than in 2024, the brand will promote its breaded products during the festival, in addition to having a 100m stand shaped like the Lek Trek head. The space will have two floors, including a rooftop, and the brand’s mascot’s glasses will be an LED panel for disseminating information.
“This is our third year of Lollapalooza and the decision to be at the festival was taken as part of a platform for Sadia’s future, to connect with young people and to form our consumer base of the future. Until last year we were supporters , this year we are sponsors. We raised the bar a little”, Luciana Bulau, executive marketing manager at Sadia.
Ativaes
Inside Sadia’s space, the public will experience an experience called “Festa do Lek”, which will feature a DJ, distribution of the brand’s nuggets, drinks and the release of a video commemorating Sadia’s 80th anniversary, which will also permeate the entire festival concept.
This year, Sadia remains the “official range” of Lollapalooza and all the empanadas sold over the three days will be from the brand, including those sold in the food tents and, therefore, the brand will have around 112 people at the festival .
With activities focused entirely on experimentation, the brand will have actions at the Lolla Lounge involving both the appearance of Lek Trek and promoters distributing products and gifts, and will also take chef Mohamad Hindi to the chef stage, the most exquisite food space in the world. event, to teach the public how to make shawarmas.
Disclosure
Unlike last year, Sadia is not promoting its presence at the festival on TV and is focusing only on digital, with an influencer marketing strategy, and on external media.
“This year we have a difference in our media plan and we will not be on TV. The campaign is 100% digital, with influence marketing and external media. The entire CPTM train outbound circuit and stations are already covered, as well as some street clocks”, explained Luciana.
Sadia is counting on HUB to be responsible for the stand, Africa Creative for the campaign, Talent for the influencers and Weber Shandwick for the event’s PR.
Partnership with Trope
The brand’s executive also explained that, this year, they signed a partnership with Trope, a consultancy specialized in Generation Z and led by Luiz Menezes.
“They created a curation to bring the influencers we are going to work with, what the message will be, the most appropriate channels… Each influencer who went to the event with Sadia went through this dialogue with Trope so as not to be an opportunistic action. Sadia truly wants to understand young people. The tendency for this partnership with Trope to grow into other events and launches of the brand”, highlighted Luciana.
The partnership is in line with some research carried out by the brand three years ago, which showed that although Sadia was a strong name, it was getting older and it was based on this insight that the company decided to invest in music festivals.
“When we decided to invest in Sadia, including changing the language of the brand and Lek Trek itself, we also needed to understand which territories were of interest to young people and music was one of them. Nowadays, it’s not enough to have a cute TV campaign , the consumer will live the brand’s experience and that’s why we are at festivals. There is a moment where you prove everything you say in the campaigns”, concluded the executive.
