From Farm to Fork
Sadia is a frozen food brand under BRF, a Brazilian global food company with more than 80 years of culinary expertise. Founded in 1944, Sadia has been providing innovative and quality meals for consumers around the world. With a focus on providing farm-fresh frozen chicken products to consumers, Sadia has helped to simplify cooking processes and enabled many home cooks to feel more confident in the kitchen. To establish a stronger presence in the digital sphere and increase the top-of-mind awareness for Sadia’s products, BRF Asia engaged The Outsiders Co. to manage and improve Sadia Singapore’s social media channels.
Turning the tables
Needless to say, the taste of a food product is very crucial to consumers. Food sampling is therefore an important aspect when it comes to influencing consumers’ purchase decisions for frozen food products. However, the pandemic disrupted food tasting and cooking MasterClass opportunities that were initially planned for Sadia’s audiences. Hence, we had to pivot to find other strategies that would allow the Sadia brand to engage with them.
New product packaging; care package
To raise awareness for Sadia’s new product packaging, we sent out PR packages to let food bloggers and influencers enjoy Sadia products from the comfort of their homes. It was a timely opportunity to engage these Key Opinion Leaders (KOL) during Singapore’s Circuit Breaker as people spent more time at home and on their digital devices. We accompanied the online activation with editorials and advertisements in local newspapers to further amplify the message.
PR crisis under control
As the pandemic continued to escalate late last year, Sadia was faced with a PR crisis when false reports were made about the coronavirus being present on their frozen product packaging. Media monitoring and crisis communication were immediately activated to identify and rectify articles that portrayed Sadia in a negative light. We also reassured anxious consumers on social media platforms with official statements released by BRF that the claims were proven false and Sadia products were safe to be consumed.
Listen. Communicate. Engage
Currently, we continue to provide Marketing Strategy, Community Management, Public Relations, and Social Media Content Management services for Sadia. With the uncertainty of the pandemic and restrictions on marketing activations, we are constantly adapting and looking for new ways to help Sadia connect with its audience.