Campaign designed by Africa Creative includes 30″ and 10″ films for open and digital TV, short vignettes, actions on social networks and OOH
Sadia launched the “De olhos fechas” campaign to reinforce its positioning as the brand of the only original and registered nuggets in the country, since 1985. Created by Africa Creative and produced by Tropical Film and S de Samba, the ad emphasizes the reliable and superior experience that Sadia offers, as well as the visual and sensory appeal of the nuggets, while highlighting the company’s broad portfolio of breaded chicken.
“The campaign reinforces consumer confidence, highlighting the unquestionable attributes of Sadia’s exclusive product, which can be consumed ‘with your eyes closed’. This message was developed to build loyalty among current consumers and attract a new audience by highlighting the innovations of the most complete breaded product line on the market”, explains Luciana Bulau, executive marketing manager at Sadia.
With the message “Only Sadia Has It”, the campaign highlights the originality of the nuggets and the brand’s innovations with the “Xtreme” and “Empanadíssimo” lines. The film also shows products such as “Original Nuggets”, “Crunchy Nuggets”, “Cheese Nuggets”, “Big Nuggets”, “Pop Nuggets”, among others. The scenes were designed to show how Sadia nuggets can be integrated into different times of the day and in different situations, highlighting the versatility of the product. Continuing the partnership that began with the “Your Day Calls for Sadia” campaign, Jair Oliveira (Jairzinho) was the composer responsible for the campaign’s jingle.
The campaign features 30″ and 10″ films that will be broadcast on broadcast TV and in the digital environment, as well as shorter, individual vignettes for each of the line’s innovations, which include Pop Nuggets, Empanacho and Big Nuggets. The strategy also includes actions on social media and partnerships with influencers, in addition to out-of-home media.
“The film De Olhos Fechados is here to reinforce trust and show that nuggets, the original, are only available at Sadia. With a humorous, cheerful and upbeat tone, as has always been the brand’s communication. In addition to its appeal, all the striking characteristics of this product are explored in our campaign, reinforcing flavor, quality and origin, aspects that are so important when it comes to food,” says Renato Broggin, Co-COO of Africa Creative.
