Sadia: SADIA BROADWAY II

Credits & Description:

Category: ii. Core FMCG

Advertiser: BRASIL FOODS

Product/Service: SADIA FROZEN FOOD

Agency: TEAM CRÉATIF DESIGN

Date of First Appearance: Mar 1 2011

Entrant Company: TEAM CRÉATIF DESIGN, Sao Paulo, BRAZIL

Planning Director: Fernando Sommer (TEAM CREATIF)

Account Executive: Priscila Zagato (TEAM CREATIF)

Creative Director: Claude de Pena (TEAM CREATIF)

Art Director: Marcelo Pappalardo (TEAM CREATIF)

Art Director: Laercio Parolol (TEAM CREATIF)

Account Director: Mathieu Reverte (TEAM CREATIF)

Media placement: Frozen Lasanha - Retailers, Supermarkets - 01 Apr 2011 On

Media placement: Frozen Pizza - Retailers, Supermarkets - 01 Apr 2011 On

Media placement: Frozen Hamburgers - Retailers, Supermarkets - 01 Apr 2011 On



Describe the brief from the client

Sadia packaging was introduced to the market in 2001, and since then all competitors have been relaunched a few times. Although impactful and appetizing, Sadia packaging has aged and lost the ability to generate differentiation and proximity to a consumer that has evolved a lot during this period.



Therefore, the brief was to evolve the graphic image of the packaging in order to modernize it, facilitate navigation between different categories and flavours, and bring it closer to the concept of “real food”, generating a more intimate and reliable relationship between brand and consumers.



Describe the challenges and key objectives

The great challenge was to find a positioning that represented the meaning of family meals for this new consumer: a delicious moment of joy around dear people, catalysed by healthy and tasty homemade food. This meant to develop a graphic concept aligned with this consumer: modern, hip, simple, and valuing tasty and natural food.

In parallel there was a big challenge to increase differentiation between different offers, in terms of category and flavours, facilitating consumer navigation.



Describe how you arrived at the final design

The final design is the translation of the graphic concept: Sadia goes to the table with you.



Sadia sits at the table and is the protagonist of that special moment. This was possible through:



- Real brand: icon “S” of Sadia has gained volume and texture, ceasing to be just a sticker brand and becoming something concrete (beneficial brand).



- This icon is on the table, in the same context as the food: this is the real brand, which offers real food.



- Simplified elements: fewer elements, textures and pieces of information, focus on what really matters: the brand and the food.



Give some indication of how successful the outcome was in the market

The relaunch is too recent (March 2011) to allow us to evaluate the impact on results.