Sadia has just launched the “Eyes Closed” campaign, created by the Africa Creative agency, to reinforce its positioning as the brand of the only original and registered Nuggets in the country, since 1985.
“We want to highlight the originality and excellence of Sadia Nuggets. The campaign reinforces consumer confidence by 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 line of breaded products on the market,” says Luciana Bulau, Sadia’s executive marketing manager.
The main 30-second film seeks to awaken consumer desire and consolidate Sadia’s position in the breaded food market, and the various attributes of Nuggets, made with 100% Sadia chicken, presenting them as “the best choice for those looking for flavor and crunchiness in this food line”.
In addition to the 30-second film, there are also shorter, individual vignettes for each of the line’s innovations, which include Pop Nuggets, Empanacho and Big Nuggets, promoting more targeted and detailed communication about the new offerings.
“Sadia, the most valuable brand in the sector, has had the original Nuggets in its portfolio for almost 40 years. A product that has been part of Brazilians’ lives for so long, that they admire and trust, gave rise to the insight for our campaign. After all, who doesn’t remember Nuggets as a child? The film De Olhos Fechados is here to reinforce this trust and show that Nuggets, the Original, is only available at Sadia. With a good-humored, cheerful and upbeat tone, as has always been the brand’s communication. In addition to its appeal, all of the product’s striking characteristics 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.
Jingle development
Continuing the partnership that began with the “Your Day Calls for Sadia” campaign, Jair Oliveira (Jairzinho) was the composer responsible for the campaign jingle, bringing his musical expertise to create a piece that captures the essence and impact of the desired message. The song, which is a fundamental part of the campaign, reinforces the brand identity and helps convey the originality of Sadia Nuggets in a captivating and memorable way, fostering an emotional connection between consumers and the brand.
Broadcasting
Created by Africa Creative and produced by Tropical Films, the new campaign aired on September 6 during the Jornal Nacional break. The 30” and 10” films are being aired on open TV and in the digital environment, combining a regionalized strategy in traditional media with a comprehensive and inclusive approach in the digital environment.
On social media, Sadia will promote themed posts focusing on visual and interactive content; short videos and Reels with recipes and preparation tips; partnerships with influencers to promote the campaign, the #MomentoCrocantudo trend on TikTok; and sponsored content with influencers that resonate with the target audience.
OOH ads will have a modern, pop look, located in high-traffic areas and close to major retailers, to maximize visibility and impact with consumers.