Campaign created by Innova AATB features Neymar Jr., Brabogordinho,
Letícia Esteves and Papi Coisa Linda in a movie and content inspired by
fan reactions, including reactions, memes, and promotional activities

Canção, a GTF brand and one of Brazil's leading food brands
ready-to-eat and frozen foods, launches its new national campaign inspired by the world of
soccer and the passion of Brazilian fans. With the slogan “Everything’s ready for your
"review," the brand introduces "Central do Sofá," a content hub created by
Innova AATB Agency to keep up with everything happening around the games:
the reactions, the comments, the memes, the conversations, and the moments that
They turn every game into a hot topic both on and off social media.

The campaign kicked off with the release of the movie “Esquema,” which features the
the phrase “Everything’s ready for your review” and kicks off the story that will be
unfolded throughout the competition. In addition, it sets the tone for the
communication by depicting typical scenes among fans during games, reinforcing
the brand's presence during moments of socializing, fun, and lively conversation among
friends. The campaign brings together Neymar Jr. and figures from the digital entertainment world, such as
Brabogordinho, Letícia Esteves, and Papi Coisa Linda, in addition to the active participation of the
the public in shaping the conversations and content throughout the campaign.

Movie – “The Scheme”

Neymar Jr., Brabogordinho, Letícia Esteves, and Papi Coisa Linda appear in the movie
gathered on the couch in a lively atmosphere, discussing soccer tactics as if
were participating in a sports roundtable. Among the reactions and comments
In a lighthearted mood, Neymar jokes about the concept of “taka-taka Canção,” while the
The brand's snacks take center stage as part of the game-watching experience
among friends.

The film highlights the song as the focus of the review by linking the product,
real-time entertainment and consumer behavior. With options
Practical, fast, and shareable, the brand positions itself as a partner to
get-togethers with friends and cheering during games.

Throughout the entire tournament, from June 11 to July 19, the digital channels
The brand's Instagram and TikTok accounts (@cancaoalimentos) will serve as a
the ultimate lineup for Brazilian sports fans. “Central do Sofá” will bring together
reactions, memes, static images, creator contributions, spontaneous content, and
interactions with the public, broadening the conversation about the main
competition events.

As a unique feature, the campaign features an unprecedented production format: the first
The championship’s “pre-recorded React.” The initiative consists of planned content
for different tournament scenarios, enabling quick, context-specific responses
and tailored to the most talked-about topics, without losing the spontaneity and the
connection with the fans.

Neymar Jr. highlights the initiative in a lighthearted tone. “It was really cool to take part.”
from a campaign that shows this lighter side of the fans. Everyone has
that get-together on the couch, with friends, family, food, fun… And me
"I'm like that, too," says the player.

From Digital to the Point of Sale

At the point of sale, the campaign also unfolds as a strategy
promotional campaign aligned with the concept “Everything’s ready for your review,”
turning the shopping experience into an extension of the campaign and
encouraging moments of togetherness among friends and family during the
games.

The promotional offer includes collectible gifts with the purchase of products
participants, the consumer will receive an exclusive collectible bowl from the brand, featuring
prints inspired by the world of soccer and Neymar Jr.

Innova AATB is responsible for the creation and execution of the campaign, which
developed an integrated strategy combining content, creators, social media, and
point of sale to expand Canção's presence during the championship. The
The campaign will also be expanded to include streaming and OOH. “A Canção understood
that the main stage of this period isn't just within the four lines, but
also inside people’s homes. The strategy of “Central do Sofá Canção,” which
expresses itself creatively at Central do Sofá Canção, which stems precisely from that
"the collective behavior of watching, commenting on, eating, and experiencing the game as a group,"
says Alexandre Carmona, managing partner at Innova AATB.

“We are entering a new phase in the positioning of Canção, with
investments in campaigns that strengthen our connection with consumers
through culture, entertainment, and everyday experiences. “Central do Sofá”
It stems precisely from this movement: a platform that will be active throughout
the championship, following the conversations, reactions, and discussions in real time
"from the fans," said Rafael Tortola, CEO of GTF. "Our products have always been
designed to offer convenience and flavor for a variety of eating occasions, and,
Now, we're expanding our reach with a specially developed FUT line
for get-togethers with friends during the biggest championship of
"world soccer," he added.