Sadia Design & Branding SADIA BROADWAY II by Team Creatif

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Industry Pre-Cooked Meals & Frozen Food
Media Design & Branding
Market Brazil
Agency Team Creatif
Creative Director Claude De Pena
Art Director Marcelo Pappalardo, Laercio Parolol
Released March 2011

Credits & Description

Category: ii. Core FMCG
Advertiser: BRASIL FOODS
Product/Service: SADIA FROZEN FOOD
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.