Signed by Africa Creative, the brand brought Sergio Loroza to perform the new version of the song
Sadia presented the first video of the “80 years Sadia prize every day” promotion. The piece, signed by Africa Creative, is a musical reinterpretation of the song “I don’t want money”, immortalized by the voice of Tim Maia.
In the video, actor and singer Sérgio Loroza was chosen to perform the song that plays with the original content, as it highlights that this time the population does want Sadia’s cash prizes.
“Sadia has a musical tradition in Brazilian advertising: in its 50th year, for example, it enchanted Brazil with the song Perhaps Love, with Placido Domingo and John Denver, which was a hit at the time. During its 60th celebration, it brought Dominguinhos and Marina Lima, with ‘Uma História de Amor’. And, last year, the brand launched the campaign ‘Seu dia pedi Sadia’ with a jingle written by Jairzinho. Now, we bring back songs that are part of Brazilian culture, classics that everyone knows how to sing. , and which have a new version. This way, we will reinforce the promotion’s messages with authenticity and fun”, said Luciana Bülau, executive Marketing manager at Sadia.
The campaign will be active at various points of contact with the consumer, with actions on TV, digital, social, OOH across the country and influencers.
“Africa Creative created a very fun campaign, with a bubblegum song, that won’t leave people’s heads, just like this promotion. We used the 80th anniversary milestone to guide all the action: there will be 80 days of promotion, 80th anniversary prizes reais on the spot, 8 thousand reais per day, and 8 million reais for the final winner. Sadia has been in Africa for 6 years, and it is a privilege to be closely following the progression of a brand that has made so much history in the food industry. Brazil”, added Renato Broggin, co-COO of Africa Creative.