Astro will promote the frozen and chilled food brand globally
At a time when rebranding, Canção, which has been sponsoring Santos since January 2024, announced on Friday (the 14th) that it is also sponsoring Neymar Jr. Under the contract, the player will serve as a brand ambassador for the food company worldwide. The partnership is exclusive in its category; in other words, Canção is the only frozen and chilled food company to sign a deal with the star.
The two-year contract calls for the player to appear in media appearances online and offline for the brand, in addition to TV campaigns and posts on the star player’s social media accounts. “As a soccer icon who connects with all audiences, Neymar is central to our expansion project. We’re proud to be part of this story and to be able to take Canção even further,” says Rafael Tortola, CEO of GTFoods, the company that owns Canção.
According to the group’s marketing manager, Alessandro Guerra, the brand has been growing every year and adding new products to its portfolio. “Canção is ready to reach new heights and create experiences for fans and consumers. It’s more than just a market opportunity; it’s a historic moment that ties the return of one of the world’s best players to numerous initiatives we’ll be launching over the next two years, creating meaningful experiences with consumers.”
Rebranding
The sponsorship of the player comes at a very important time for the brand. With the goal of establishing an emotional connection with its audience, Canção has just undergone a rebranding.
“This entire initiative aims to strengthen Canção’s leading role in the industry by focusing on brand value management, which aligns the brand’s own strategies with those of the business and communications, creating meaning for our consumers. This rebranding "It goes beyond changes to the logo; it also involves a new brand identity and new packaging, all of which is capped off by the arrival of a brand ambassador of Neymar’s stature," explains Guerra.
Still in 2025, Canção will expand its product portfolio and is already planning to launch new products in partnership with Neymar, such as ready-to-eat, breaded, and seasoned dishes.
From field to field
Wearing the black-and-white logo for over a year, Canção is a producer of frozen and chilled foods, ranging from IQF (individually quick-frozen) chicken cuts to complete lines of breaded products, frozen vegetables, and fish.
A leader in quality, taste, and convenience, Canção is one of the companies in the GTFoods group. The group, one of Brazil’s largest producers and exporters of chicken protein, is headquartered in Maringá (PR). In addition to sponsoring Peixe and the player, the brand is also present in various VIP suites at Brazil’s major stadiums, bringing its products to spectators and fans.
