To celebrate the magic of Christmas, Sadia placed on the streets of São Paulo and Rio de Janeiro the brand’s mascot, the Lek Trek, and seasoned turkeys, the famous Christmas dinner dish. The aim of the actions, developed by Africa, is that the consumer feels transported to the playful universe of the end of the year at any time of the day.
The subway and CPTM trains in São Paulo, in addition to the VLT in Rio de Janeiro, feature the colors and visual elements of Sadia’s Christmas campaign. In addition, the doors of stations on ViaQuatro’s Line 4 – Yellow, in São Paulo, received a special Christmas sticker from the brand.
Sadia’s themed trains on Lines 1 – Blue, 2 – Green and 3 – Red of the São Paulo Metro will run until the end of December. And the train windows of Line 15 – Silver of the Monorail will also be decorated with the brand’s Christmas theme. The action is carried out by JC Decaux. On CPTM’s Line 9 – Emerald, a train with thematic decoration will also cross the metropolitan region of São Paulo, taking the magic of Christmas from Sadia to other regions until December 28th.
The Sé Metro Station, located below Ground Zero in the city of São Paulo, will also be the stage for Sadia’s Christmas Magic, in an action made possible by JC Decaux. In its main span, which gives a view to the boarding platforms – there is a ring-shaped LED panel, known as “Icônico da Sé”. In it, media from the brand’s Christmas campaign will be broadcast until the 27th of this month.
“OOH actions aim to establish a climate of celebration and joy in different parts of the cities. They will help us to reinforce our campaign ‘The recipe for a Christmas full of magic’, valuing affection and affection”, says Gisela Toledo, executive manager of the Sadia brand.
