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“It’s Not All About Food” takes a more creative approach with inspirational scenes and emotional undertone

in two videos which show those tiny moments that happen every day are the most important,

focusing not just on what we experience, but how we experience it


Sao Paulo, May 10, 2019 – Quality has always been part of Seara Alimentos’ DNA and is something that goes well beyond its products. Reflecting this, the “It’s Not All About Food” campaign brings a new meaning to quality, the quality of human relationships. The campaign, which has strong emotional appeal, highlights relationships that make everyday moments sparkle to helps us appreciate what really matters, making every action unforgettable and transforming something simple into something special.

“We started out doing something to improve customer preference for Seara. Now we are at a different level, raising this perception of value even further”, said José Cirilo, executive sirector of Marketing at Seara Alimentos. The executive added that “many memorable occasions are accompanied by excellent meals. The “It’s Not All About Food” campaign focuses on feeding these relationships and, more importantly, inviting Brazilians to be a part of this movement”.

There are two videos, a film/manifesto that explores and describes the reasons behind each circumstance that goes beyond food, and a music video with lyrics and music that help people understand the true meaning of the brand.

Designed by WMcCann and produced by O2 Films, the campaign starts a new era of paying more attention to moments and reinforcing the Seara Alimentos commitment to surprising people with quality. A kind hug, a pretty smile, that small caring gesture and a beautiful story to tell. The desire to see someone, to forget the world and only say the most beautiful things, without saying anything.

The Seara manifesto includes inspiring scenes from everyday life, like a father and daughter on a picnic – an accidental picnic inside the car because of a sudden downpour – friends who improvise a table with a tablecloth on top of a few boxes, sharing pizza in their new apartment, or a couple having fun while they cook. The narration reveals the focus is not on food, it is on forgetting the outside world, not wanting the night to end, making something simple into something special.

The campaign launches on May 10 and explores a complete mix of media and resources, including an emotional 360° manifesto, a music video for cinemas, OOH and digital media, influencer activations and endomarketing activities that will involve all our employees throughout the year.



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About Seara
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.