08/11/2024 11h40

Signed by marketing agency Baila Creative Co., the creative concept ‘1+1 is more than 2’ highlights that companies go hand in hand, uniting strong brands, quality, innovation, solidity and sustainability

Marfrig, the world's largest producer of hamburgers and one of the global leaders in beef, and BRF, the food giant with iconic brands such as Sadia, Perdigão and Qualy, are launching the campaign 'Side by side, feeding the future', which highlights the complementarity between the two companies. Developed by Baila Creative Co., the first joint campaign presents the creative concept ‘1+1 is more than 2’, highlighting the positive results that both generate for their various audiences, from clients and consumers to society as a whole.

Raquel Ogando, global director of corporate reputation at Marfrig and BRF, says that the aim is to emphasize that both go hand in hand with leading brands, quality, innovation, solidity and sustainability. “The campaign reinforces the brand attributes common to both companies and highlights the value generation of this strategic partnership under several aspects and for various audiences,” she adds. Along these lines, the sum of “1 + 1” results in significant figures, such as over 442,000 customers served worldwide and the presence in 127 countries.

The campaign will run in newspapers, magazines, portals and social networks in November and December. “Our strategy was developed to broaden the impact of the collaboration between Marfrig and BRF on multiple fronts. In this way, we ensure that this joint strength is perceived at all points of contact. And that the values of innovation and quality, which both brands represent, gain maximum visibility,” says Alan Strozenberg, CEO of Baila Creative Co.

Stronger brands

The strategic partnership between Marfrig and BRF already offers a complete multi-protein portfolio to consumers. In September 2024, they joined forces to expand the presence of premium beef burgers throughout Brazil. As a result of this partnership, Sadia, the country's most valuable food brand, has endorsed Bassi hamburgers, while Perdigão, the brand most present in Brazilian homes, has launched the Perdigão Montana line of processed beef products. The combination of Marfrig's expertise in the premium segment with BRF's wide distribution expands the national presence of these brands and strengthens their commercial performance. They announced Sadia's expansion into the global beef cuts market in October. The brand will become the group's flagship in this segment from January 2025.

About Marfrig and BRF

Two of the largest food companies worldwide, Marfrig and BRF, employ more than 120,000 people and serve more than 440,000 customers in 127 countries. Owners of well-known brands such as Sadia, Perdigão, Qualy, Bassi and Montana, they are present on the tables of 9 out of 10 Brazilians. Both are global references in sustainable food production, with a presence in the main EGS rankings and indexes. Their operations generate products that meet the highest standards of safety, quality and integrity for millions all over the world.