Sadia turns 80 with a new chapter of "Nem a Pau, Juvenal"

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In the year he turns 80, the she, the food brand preferred by Brazilians and the most valuable in the country, will focus on the affective tone of its campaigns to reinforce the brand’s innovation, quality and tradition. Sadia’s summer campaign, which is currently on air, highlights seasonal summer and holiday products, such as Ham and Salame Sadia, with the film that rescues the iconic board “Nem a pau, Juvenal”, an expression that makes part of memory and has become very popular in consumer speech.

“This year’s campaign will feature the rescue of the iconic Juvenal, with the maple that is still recognized today by Brazilians in this special year for the brand. We want to reinforce the positioning of the partner brand and awaken nostalgia in the public to celebrate 80 years, a strategy and posture that only leading, iconic brands that have entered popular culture can use”, observes Luciana Bulau, executive Marketing manager at Sadia.

With the positioning “Your day calls for Sadia”, the brand reinforces its vocation of partnership with consumers in all their moments, from everyday to the most special, including in summer and on vacation. The campaign features cuts that highlight the quality and versatility that only the brand’s cold cuts have. Ham is the highlight of the campaign, with the motto “Your day calls for Sadia Ham”. But, there is also a work focused on Salame, with the phrase “Your day asks for Salame Sadia” packaged by the jingle by Jairzinho, already known in other films and adapted with a focus on best-selling and favorite attributes. Mortadela’s communication will only be focused on digital.

All Sadia promotional materials received a specific communication reinforcement: the 80th anniversary seal.

“This is the first time that consumers will have contact with the celebration of Sadia’s 80th anniversary. Although the birthday is only in June, Sadia wants to make 2024 a series of celebrations”, reinforces Luciana.

Not at all, Juvenal!

The film, produced by the agency Africa Creative, now has a new character to continue this story, celebrating 80 years and building “new milestones”. Furthermore, it reinforces Sadia’s market leadership position, the innovation of the brand and its products.

Successful in its launch in 2006, the new campaign calls into question the consumer’s choice of other brands, reinforcing Sadia’s differentiation and superiority with the response “Nem a pau, Juvenal”. This year, the film will rescue a little of the history of the original advertisement, recovering consumers’ affective memories and using already known characters.

“The phrase ‘Nem a pau, Juvenal’ had extensive repercussions in Brazilian popular language and its use continues to this day, spontaneously, in everyday conversations and even in the mouths of celebrities on TV programs and in other productions. With the campaign, we rescued this relationship with the expression that became popular beyond the context of the brand’s superiority, in which we reinforced the attributes of the products to further highlight Sadia’s leadership”, adds Luciana.

The film involved two days of recording and featured the original actor who brought the character to life in 2006, in addition to the collaboration of more than 100 people in the film. set of filming. The film’s setting featured 250 Sadia products to bring life to the bakery where the story takes place. The 360 communication campaign encompasses TV film, Digital, OOH and other points of contact with the consumer. The film has sound production by S de Samba, with musical direction by Wilson Simoninha and Jair Oliveira. Watch the result of this production below.