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Sadia Results Iconic Campaign of The Preferred Ham of Brazilians

Mark recalls one of TV’s most famous blind tests of 1984 to reaffirm the superior quality of his product, made with the best parts of the pork leg


Sadia rescued one of its most iconic campaigns from the 1980s to show why it has been the preferred brand of Brazilians for decades when it is a matter of presumption. The objective of the communication, signed by the Africa Agency, is to reinforce the superior quality of the product from the beginning and the consequent preference of the consumers. 

“The objective of this campaign is to show Sadia as a pioneer brand through an iconic campaign - and that marked the Brazilian communication - in which our ham is recognized for its taste and quality. The communication also reinforces the preference of our ham and presents the continuity of a modern communication, bold and attentive to the wishes and desires of the consumer, ”explains Cecília Alexandre, executive marketing manager of Sadia. “The idea is to present the history of our ham and how it is confused with that of people, which makes Sadia the preferred brand of Brazilians in this category,” says Cecilia.  

In the movie that made success on TV in the 1980s, a boy does the blind test and recognizes the ham Sadia by proving the unmistakable flavor of the product. Created by Africa and produced by Alice Filmes, the new video brings the nostalgic tone to show people delighting in the ham Sadia while watching the old commercial, for several decades, to the present day, in which two children who want the same sandwich with ham Sadia watch the old video and decide to play in a similar way. 

In the message, features of the brand are highlighted that make it recognized and preferred by the public, such as practicality and superior quality, and careful production processes. 

Besides the ham, which is the protagonist of the campaign on TV, the brand will give visibility to the other cold cuts in its portfolio, such as turkey breast, mortadella and salami. “This strategy reinforces the versatility of Sadia’s products and how they can compose various meals and consumption occasions for people throughout the day,” adds Cecília.

“In this campaign, we seek to keep our eyes on what is most symbolic in Sadia, which is its history of tradition and quality both on television and on the table of the Brazilian consumer, to show the public today how the brand continues to be present in its daily life ”Says Carol Boccia, Director General for Africa. “When we bring in excerpts from the remarkable campaign of 1984, we play with the different dynamics between the generations that live in contact with Sadia. We have shown that things have changed since the 1980s but the preference for Sadia ham remains the same, ”concludes Boccia. 

The campaign will be aired on TV and will be reinforced in the digital environment, Out of Home and outlets. Check out the campaign video:

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