#JOGAPRAMIM: The Winning Play That Made Sadia Shine at the 2014 FIFA World Cup.
Under the main concept #JOGAPRAMIM — developed by F//NAZCA agency to promote Sadia during the 2014 World Cup — the #JOGAPRAMIM promotion, featuring Felipão and Murtosa (Brazilian team coach and his auxiliary) as brand ambassadors, launched a series of digital activations that generated massive engagement. According to a study by Millward Brown, the campaign ranked as the third most recalled among World Cup-related brands. During the Brazil vs. Chile match, the hashtag reached fourth place in Brazil’s trending topics.
In total, the campaign’s initiatives — including teaser videos featuring young fans, the promotion with Felipão and Murtosa, and interactions on the brand’s fan page — generated over 208 million impressions and 9.5 million video views.
Beyond the promotion, we also spearheaded point-of-sale and trade marketing activations tailored for the World Cup, ensuring Sadia’s presence both online and offline.