Sadia S.A. is a major Brazilian food producer that has been a subsidiary of BRF S.A. since 2009. It is among the world’s leading producers of frozen foods, and is Brazil’s main exporter of meat-based products. As of 2008, Sadia had about 20 industrial plants that together produced over 2.3 million tons of food including chicken, turkey, pork and beef, pasta, margarine, desserts, and other products. The company supplies over 70 thousand direct points of sale in Brazil and exports to over 100 countries. In 2009 the company announced a merger with its major competitor Perdigão, forming BRF – Brasil Foods.

Challenge

The focus was to recognize Sadia’s in natura category as the largest protein producer in the country and to develop the consumption habit for the brand’s choice. In this way, at the points of sale – the first stage of the work – the varieties (cattle, pigs, chickens) that Sadia presented and the different types of preparation found on the shelves (cold, frozen and vacuum) were evidenced.

Info

Creative Director – Roberto Cagliari
Designer – Augusto Gottsfritz
Art Director – Natália Estevez
Agency – Dez Comunicação
Date – 2012