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SADIA ’Ignites’ Christmas Magic by Inspiring Feelings of Nearby and Interaction between People

In campaign created by Africa brand agency portrays the importance of unity, love and collaboration as main ingredients for Christmas dinner


Christmas is the time to reinforce good feelings and this year Sadia promises to thrill the public with a story that invites everyone to reflect on our most important relationships. The brand shows that to ignite the magic of Christmas you need to reinforce feelings that connect everyone as love, collaboration and closeness. These ties are the main ingredients of the Christmas dinner shown in the film signed by the agency Africa and which premiered last Friday, 22, at 21h of TV Globo and is already on social networks of Sadia.

“The campaign narrative reinforces this feeling of inspiring Christmas, of igniting the magic of the Christmas spirit with genuine feelings such as fellowship, collaboration and love. It’s a very delicate movie that will make people reflect on the importance of living the moment together, ”says Cecilia Alexandre, executive marketing manager at Sadia.  

Inspired by the emotional tone of brand positioning, which proposes a closer dialogue with consumers, Sadia launches the concept ’The more you know about Christmas, the better Sadia gets’, which will permeate communications throughout the Christmas campaign. The off and digital communication of the brand, signed by Africa, reinforces the portfolio of Christmas meats with the aid of Lek Trek, mascot of the brand. Products include: Seasoned Boneless Pork Leg, Seasoned Pork Loin, Mini Tender and Sadia Peru - which is the star of the Brazilian Christmas dinner.

The purpose of the brand is that the campaign for the period follows the consumer’s journey of awakening the Christmas feeling through the magic of Christmas, inspire, prepare and celebrate the supper with all those who connect through love, friendship and closeness.

Magic Movie of Sound Christmas

The video shows a group of people gathered to celebrate the Christmas dinner involved in Peru’s final preparations, but there is no interaction between them, all are entertained with their cell phones until their grandfather has the idea to turn off the house power and everything. It is in the dark. Thus, all come together to finish the supper and find that to ’ignite’ the magic of Christmas it is necessary to reinforce feelings that connect everyone as love, collaboration and closeness.

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