Leading brand of powdered seasonings and broths from Ajinomoto do Brasil, Organization return to Big Brother Brasil this year, promoting six specific and exclusive actions that will highlight the product lines in a fun way during the new mood boards, presented by Luiz Miranda and Marcos Veras. In addition, Sazn will maintain, for the second consecutive year, the sponsorship of the ‘Caf Com o Eliminado’ section of the Mais Voc program, where he will make 26 insertions.
Firm in its commitment to the cause of fully utilizing and reusing leftover food, the brand will highlight the topic in an expressive way during its participation in the Ana Maria Braga program and on its own social networks. The proposal aims to inspire the public to adopt conscious cooking practices and avoid waste.
Success in the last edition
In 2023, Sazn debuted as a sponsor of ‘Caf Com o Eliminado’ and held a round trip event during the reality show, actions that brought significant marketing results for the brand. Engagement drove an increase in sales of Sazn seasoning, reaching around 2 million new households compared to the same period the previous year, and recorded, between April 2022 and March 2023, a record penetration of the product in 66% of Brazilian homes (approximately 40 million).
In addition to traditional strategies, Sazn implemented innovative digital tactics that should be repeated in this year’s edition. Promotional codes were made available for the Ajinomoto do Brasil online store, resulting in a significant increase of more than 1500% in digital searches for the brand, as shown by Google Trends. Record access to the virtual store was also achieved, recording growth of over 300%.
“Being present on BBB and the Mais Voc program increased Sazn’s brand awareness in all Brazilian regions, resulting in attracting new consumers and helping to reinforce important messages, such as the practicality of our product line and the concern we have for avoid food waste. We carried out research after our participation in the 2023 edition and identified that Sazn reinforced its leadership, increasing its preference among consumers, which is why we are so excited to continue this successful trajectory this year”, says Francieli Moraes, Sazn brand manager. .
A Dentsu Creativethe agency responsible for leading the brand’s planning, creation and media strategy, has dedicated itself to developing innovative and impactful approaches, aligned with Sazn’s values and objectives.
“It is very gratifying to see how our work has contributed to the growth and excellent results of the brand since last year. This striking and strategic presence in the Big Brother Brasil 24 universe certainly reinforces Sazn’s visibility and connection with the public. We are very happy and committed to continuing to exceed expectations and reach new levels of excellence together, comments Viviana Maurman, VP of Media at Dentsu Creative.
Follow Adnews on Instagrame LinkedIn. #WhereTransformationHappens
