Canção undergoes a rebranding and brings on Neymar Jr. as its ambassador
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.
ENGLISH VERSION
Canção undergoes a rebranding and appoints Neymar Jr. as its ambassador
The star will promote the frozen and refrigerated food brand worldwide
Living a rebranding Meanwhile, Canção, which has been sponsoring Santos since January 2024, announced on Friday (the 14th) that it has also signed a sponsorship deal with Neymar Jr. The contract designates the player as a global ambassador for the food brand. The partnership is exclusive within this category, meaning that Canção is the only frozen and refrigerated food company to have signed a deal with the star.
The two-year contract calls for the player to participate in online and offline media for the brand, in addition to TV and social media campaigns featuring the player. “As a soccer icon who connects with all audiences, Neymar Jr.’s image is central to our expansion project. We are proud to be part of this story and 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 is growing more and more with each passing year, adding new products to its portfolio. “Canção is ready to take on new challenges to create experiences for fans and consumers. It’s more than just a market opportunity—it’s a historic moment that brings together one of the world’s best players with countless campaigns we’ll be launching over the next two years, creating meaningful interactions with consumers.”
Rebranding
The partnership with 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 rebranding.
“All of these efforts are aimed at reinforcing Canção’s prominence in the sector, focusing on brand value management that aligns brand, business, and communication strategies to create meaning for our consumers. This rebranding "It goes beyond changes to the logo; it also involves a new brand message and new packaging, all capped off by the arrival of such a prominent ambassador as Neymar Jr.," explains Guerra.
In 2025, Canção will expand its product lineup and is already set to launch new products in partnership with Neymar Jr., such as ready-to-eat meals, breaded items, and seasoned foods.
Field to field
Featured on the shoulder of the Santos jersey for over a year, Canção is a producer of frozen and refrigerated foods, including IQF (individually quick-frozen) chicken cuts, a line of fully breaded products, and frozen and fish-based vegetables.
A leader in quality, taste, and convenience, Canção is one of the companies in the GTFoods group. The group, one of the largest producers and exporters of chicken protein in Brazil, is headquartered in Maringá (PR). In addition to sponsoring Peixe and its players, the brand is also present in several luxury suites at major stadiums across Brazil, offering its products to fans and attendees.
