The brand uses singer Ludmilla’s viral Internet success in a broad branded content strategy; The #BaconLovers campaign, launched in September as part of the company’s greatest-ever bacon product range, has a macro action strategy
Through the #BaconLovers movement, Seara Gourmet recently invited all bacon lovers to join forces as part of a strategic campaign with digital influencers, seeking closer consumer relations through relevant and original content. The #BaconLovers campaign has selected prominent bacon-loving brand ambassadors such as Ludmilla, Cleo and Caio Castro to support the manifesto.
Even before supporting the Seara Gourmet manifesto, singer Ludmilla posted a home video on her Instagram Stories humming and singing a song about bacon in the kitchen alongisde her assistant Neti. The “Peel the potatoes and cut the bacon” tune went viral and the singer soon started receiving and reposting videos of other people singing the song, including major influencers. The result: the catchy tune became a hit at one of her live shows. After the spontaneous success of the song and naming Ludmilla, a major music industry influencer, as a #BaconLovers ambassador, followers began incessantly requesting a recorded version of the song.
The Seara Gourmet brand responded and set up a unique collaboration to co-create and co-produce a music video and making-of video produced by WMcCann, the marketing agency responsible for influencer strategies at Seara Alimentos.
Sphere of Influence
In addition to a number of other major projects organized by Seara Alimentos throughout the year, in August it created an exclusive influencer communication platform called Lounge Q – a VIP company at the Allianz Parque stadium that adds value to the brand’s products and services, strengthening the Q for Quality theme and providing interactivity, entertainment and plenty of fun. The #BaconLovers campaign created by WMcCann and released this past September was accompanied by the launch of the Bacon Seara Gourmet range. Another new product is the Seara BOX, connecting people and strengthening relations by creating consumer experiences through influencers. In September, Seara Gourmet launched the #BaconLovers movement and its largest bacon product range in history, followed by a show at Rock in Rio where the brand organized several actions associated with the manifesto. The first spoilers about the song came during the festival when Ldumills visites the Bacon Stage, following her live show on the Sunset stage. Coverage announced beforehand during an interview on the Matheus Mazzafera channel.
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Seara has been on Brazilian shelves for over 60 years. It is a Brazilian food brand that is fully committed to product quality and offers a wide range of fresh pork and poultry products as well as prepared and processed foods. Sold nationwide, Seara currently supplies ready-to-eat products to millions of Brazilian homes annually, catering to a wide range of different tastes. These products include Chicken, Pork, Breaded Product, Hamburger, Ready-to-eat Dishes, Cold Cuts and Vegetables, Pizzas, Sausages and the special Seara Monica Gang brand. Seara Alimentos sells to over 130 countries (such as Saudi Arabia, Germany, United States, United Arab Emirates, China and Japan) and holds several international certificates for production excellence, including the BRC (British Retail Consortium), SWA (Supplier Workplace Accountability), Global GAP (Global Agriculture Chain Certificate), Swiss Law, ISO 14001, Halal Certification, Certificate of Conformity (ESMA Halal National Mark), among others.
Corporate Communications Department
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