The #SemReceita campaign was created by Africa and will feature publicity on open TV and social networks.
Sadia launched its campaign for Mother’s Day, which aims to show the multiple ways a family can experience motherhood.
The campaign film “#WithoutRecipe” shows how the act of cooking establishes a connection of love between the members of this family nucleus, proving that maternal bonds can be created in different ways, without a single “recipe”.
The concept was created by Africa, which is also responsible for the development of the campaign.
“If there’s one thing we have no control over in this life, it’s motherhood. On Mother’s Day, Sadia comes up with the motto ‘Life has no recipe’ precisely because mothers, more than anyone, are synonymous with improvisation, flexibility and head and heart open to the unexpected”, added Sophie Schonburg, Executive Creative Director of the Africa agency.
The campaign will be broadcast nationally on open TV, with digital support on Sadia’s social networks, in addition to screenings in movie theaters in the Northeast and South regions and in the state of São Paulo.
“Sadia opens a new phase, where she proposes to be close in a life full of unpredictability. ‘Life has no recipe’ is a movement that demonstrates the many ways to live, love, socialize and celebrate”, commented Luciana Bulau, executive manager of the Sadia brand.
The campaign will also feature content on Sadia’s TikTok channel, with guest digital influencers from the brand who will show how “real motherhood” happens for them, based on the “Expectation x Reality” comparison.
