Neymar Jr. and Sadia's Lek Trek team up to satisfy the hunger for a sixth title

A pair of superstars are the faces of the brand's World Cup campaign

Lek Trek, Sadia’s lively mascot, is set to gain a prominent partner to satisfy the hunger of Brazilian soccer fans for a sixth World Cup title. Neymar Jr., one of today’s greatest players, will join the mascot during the campaign by Sadia—the country’s most valuable food brand—which has signed a partnership with NR Sports, the company that manages the athlete’s image. To the beat of an exciting hit song, Neymar Jr. and the mascot will take the field and promise to perform dance moves that the audience can follow along with. The campaign also includes a series of digital and TV content, TikTok challenges, and exclusive out-of-home (OOH) ads distributed throughout the country.

“At a time when BRF is the only food company sponsoring TV broadcasts of the World Cup games, it is extremely important to highlight the role of Sadia—one of Brazil’s most valuable brands—in this context. In this regard, the campaign developed for the coming months promises to connect our consumers during such a grand and important moment through two figures who embody this desire to ‘satisfy the hunger of Brazilian fans.’ First, with Lek Trek, the brand’s mascot and embodiment, and second, with Neymar, one of the world’s most valuable soccer players. These two stars, so beloved by the public, promise to engage fans throughout the World Cup. The brand will reinforce its new positioning and highlight products that are champions in taste and quality through the “Your Fans Demand Sadia Champions” campaign. “We couldn’t be happier with the results of this campaign,” explains Luciana Bulau, executive manager at Sadia.

Developed by Africa, the “Your Day Calls for Sadia” campaign—including its tagline and positioning—was launched in August to show that, whatever the situation—whether everyday, special, or unpredictable—Sadia is a consumer’s everyday partner and has the ideal food. The project also highlights the brand’s inquisitive side and brings it closer to consumers’ habits and real life, just as it really is. The new positioning brings changes to the branding: the brand’s mascot, LekTrek, takes center stage, and the entire brand identity undergoes a redesign, giving it a more contemporary look. From the routine of everyday life to special moments like cheering for Brazil in the World Cup, Sadia will fill the streets and homes with lots of new offerings and delicious products.

Sadia's complete product line can be found at the country's major retail chains, as well as at grocery stores, bakeries, and BRF's flagship stores, Sadia Market, in São Paulo and Itajaí (SC). You can also purchase the products on the company's e-commerce site, Mercato em Casa: https://www.mercatoemcasa.com.br.

English Version

Neymar Jr. and Sadia’s mascot join forces to satisfy Brazilian fans’ hunger for a sixth title

The duo will star in the brand's campaign during the world championship

Lek Trek, Sadia’s pre-heated mascot, will gain a major partner to satisfy Brazilian fans’ hunger for a sixth title. Neymar Jr., currently one of the greatest players in the world, is teaming up with the mascot for Sadia’s campaign—the country’s most valuable food brand—which has signed a partnership with NR Sports, the company responsible for managing the athlete’s image. To the beat of an exciting hit song, Neymar Jr. and the mascot will take the field, promising energetic dance moves that the public can mimic. The campaign also includes a series of digital and TV content, as well as exclusive TikTok and out-of-home (OOH) challenges across the country.

“At a time when BRF is the only food company sponsoring the broadcast of World Cup soccer matches on TV, it is extremely important to highlight the role of Sadia—one of Brazil’s most valuable companies—in this context. In this regard, the campaign developed for the coming months promises to connect with our consumers during this spectacular and significant moment through two figures who embody the desire to ‘satisfy the hunger of Brazilian fans.’ First, with Lek Trek, the brand’s mascot and embodiment, and second, with Neymar, one of the world’s most valuable players. These two stars, beloved by the public, promise to engage the crowd throughout the World Cup. The brand will reinforce its new positioning and highlight its top-tier products in terms of flavor and quality through the campaign “Your Fans Want Sadia Champions”. ‘We couldn’t be happier with the results of this campaign,’ explains Luciana Bulau, Sadia’s executive manager.”

Developed by Africa, the “"Your Day Calls for Sadia" The campaign’s signature and positioning were launched back in August to show that, whatever the situation—whether ordinary, special, or unpredictable—Sadia is the consumer’s partner in their daily routine and offers the perfect food. The project also highlights the brand’s inquisitive side and brings it closer to consumers’ real-life habits, just as they are. This new positioning brings changes to the branding: the brand’s mascot, LekTrek, takes center stage, and the brand’s entire visual identity has been revamped to make it more contemporary. From daily life to special moments—like cheering for Brazil in the World Cup—Sadia will fill the streets and homes with delicious new products.

You can find Sadia’s complete product line at major retail chains throughout the country, as well as at grocery stores, bakeries, and at BRF’s flagship stores, Mercato Sadia, in São Paulo and Itajaí (SC). You can also purchase our products through the company’s e-commerce platform, Mercato em Casa: https://www.mercatoemcasa.com.br.