“What’s good?” asks Sadia – a subsidiary of Brazilian food producer BRF S.A. – in its latest campaign created in collaboration with creative lead agency Impact BBDO, production house Boomtown, Massive Music, and media agency OMD.
What began as a campaign showing off the variety of flavours and nutritional value within Sadia’s Broasted and Tempura range morphed into a deeper look into how modern mums think, act, and live.
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The campaign captures the essence of life at home, the complexity of motherhood, and shows the feelings that food evokes within a household where the family comes together. The video is a rap parody featuring a mum turning her kitchen into a dancing floor, jamming out while making the broasted and tempura Sadia chicken.
“The goal was to create a story that connects with people, showing how Sadia is a key partner of enjoyable moments around the table and fun for the whole household. So, in this film we’ve got the mums grooving, and the families craving,” said Yara Hasan, Senior Brand and Communication Manager, BRF.
Rollout of the Sadia campaign
The campaign was rolled out as a 360 above the line (ATL) campaign with presence on mass mediums of OOH across the region, in-store, and radio – with digital presence across social, video on demand and programmatic platforms.
In its strategy to cater to a wider target audience and more usage occasions, there is also a strong presence across gaming platforms. Leveraging an important asset of the campaign which is the catchy and fun music, Sadia managed to complement the media plan with an influencers plan, a TikTok activation, and a strong plan on the leading music platform of the region, Anghami.
Commenting on the campaign, Hasan said, “This communication for me is like being served a really good meal (A Sadia one of course!). Having a true relevant insight as a starter, followed by a fun creative idea, with a side of a catchy music – not to forget the main course of a strong brand base and seamless product integration. Then, finishing it off with a sweet robust offline and online media plan. Because turns out, just like Sadia’s target audience, that’s how you can have it all.”
“A strong creative is one that not only has a true relevant insight, but also a fun idea and catchy music rhythm with seamless product integration. Because just like Sadia’s target audience, turns out you can have it all,” Hasan concluded.
CREDITS
Client: Sadia
Beatriz Benedetti – Marketing Director
Yuliia Hryhorash – Marketing Manager
Yara Hasan – Senior Brand Manager
Ilham Siddiqui – Brand Manager
Creative lead agency: Impact BBDO
Johannes De Beer – ECD
Beto Ghidini – Business Lead
Malaika Menon – Senior Account Manager
Rany Saroufim – Head Of TV
Moe Soueid – Senior Producer
Laetita Torbey – Account Executive
Marian Abou Samra – Account Executive
Production Company: Boomtown
Shane Martin – Ceo & Managing Director
Daniel Kilalea – Executive Producer
Kholoud A. Etman – Producer
Jonathan Peircy – Production Manager
Kim Mantua – Production Coordinator
Ben Besmonte – Production Coordinator
Eugenio Galli – Dop
César El Hayeck – Art Director
Angela Schnoeke-Paasch – Stylist
Aliaa El Sawy – Food Stylist
Chris Marais – Ad
Editors: Suresh Nair and Harikrishnan
Grading & Online: Mile Studios
Film Director: Mohamed el Kalawi
Media Agency: OMD
Audio: Massive Music
