Sadia: SADIA MINI CHEFS

Credits & Description:

Advertiser: BRASIL FOODS
Agency: TEAM CRÉATIF DESIGN
Category: Core FMCG
Partner/Planning Director: Fernando Sommer (Team-Créatif Brasil)
Art Director: Joh Meira (Team-Créatif Brasil)
Art Director: Laercio Parolo (Team-Créatif Brasil)
Partner/Account Director: Mathieu Reverte (Team-Créatif Brasil)
Illustrator: Rafael De Lima (Monstro)
Partner/Creative Director: Claude De Pena (Team-Créatif Brasil)
Account Manager: Priscila Zagato (Team-Créatif Brasil)
Assistant Account Manager: Juliana Celeri (Team-Créatif Brasil)

Implementation
We created a story with names & characters for the line.The story involves little aliens, the "mini chefs", who came over to Earth to spread good food and new exciting recipes especially created for little humans!Each Mini Chef is cute, funny, rounded shaped, colourful. We decided that Mini Chefs should be making the meal : "Mestre Cucas" is pouring delicious tomato sauce over spaghettis with his giant ladle, Magie gives her feminine touch, Sagu is the clown, juggling with onion, tomato & potato, and new exciting ideas of recipes pop up from Viton's magic hat ...

Outcome
The Brand has just been launched but already stands as a winning brand in term of distribution, presence in the market, etc…this is the first product of the kind to be launched in the Brazilian market.Our story and little mini chefs are being taken to other medias, like TV, Digital, POS, etc…Shows how Design Packaging can be the source of gripping stories, can be the keystone for innovation and sales success.

Client Brief Or Objective
Launch a brand of nutritionally correct microwaveable ready-made meals especially designed for kids.Create a brand that not only makes things easier for the mum but also helps them educate their kids into learning how to eat well, turning mealtime more into a more pleasant moment!

Brief Explanation
Find the perfect balance between Mums and kids: build a fun brand talking about a very serious topic: Food!Turn enemies into friend! When it comes to food, kids are lured by colors, textures and new experiences. We needed to de-dramatize vegetables and make them more appealing to the kids.The other great challenge was to develop a gripping, aspirational story in order to raise real interest from kids, and make it work within context of heavy packaging limitations.