Sadia: Color Life

Lora Van Hooff, Ana Julia De Oliveira

Sadia, a food brand, launched a campaign in the Middle East and Africa to lure young and sceptical cooks into the kitchen, position the brand as modern and fun, and drive purchase and perception.

Campaign details

Brand: Sadia Brand owner: BRF Foods Entrant company: Impact BBDOIdea creation: Impact BBDO Dubai Market: Middle East & North Africa (general region) Sector: Fruit & vegetables Media channels: Social media, Word of mouth, Influencers, KOLs, Television & Connected TV, Programmatic display Budget: 5 - 10 million

Executive summary

Sadia disrupted a conventional and stale frozen vegetables category dominated by heritage brands by tapping into a new customer segment: Gen Z. Young(er) cooks cared about holistic wellbeing but forgot about the power behind...

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