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The Company has resumed social media activities and is investing in segmented media to provide more assertive content to customers and consumers


São Paulo, October 1st, 2019 – This month, Friboi – the JBS beef business unit – began the second stage in its marketing strategy following last June’s advertising campaign, which included ads on Pay TV. These actions will expand and strengthen the company’s digital presence putting all five brands (Friboi, Maturatta Friboi, 1953 Friboi, Reserva Friboi, Do Chef Friboi) in the spotlight in its various ads, as well as highlighting the Friboi Meat Academy – an online platform hosting a range of beef-related content.

“We believe our brands can be key players across all platforms and activations, helping them to create their own identities and build their own landscapes so they can communicate with the right people at just the right time”, said Ailton Firmino, Friboi’s executive director of Sales.

The main event in this phase will be the Friboi profile launch on Instagram (@friboibrasil), which will be sharing information in two areas: products and education. The goal is to show consumers how to use the company’s five brands at different opportunities and inspire them to transform our products into meals fit for any occasion. “Instagram is currently the biggest social media destination for people who want brand and product information, which is why we have created content tailored to their expectations”, said Firmino.

The company has also improved its Facebook profile (, adding a new publication structure to promote partnerships with retailers and communicate brand values. The profile already has over 1 million likes.

The five-month digital campaign strategy includes segmented media advertising on major websites, in addition to Instagram Ads, Youtube and Google Search.


About Friboi
Friboi – the beef business segment of JBS – has been revolutionizing the market for over 40 years by decommoditizing Brazilian beef and building a global benchmark brand.  The company owns some of Brazil’s best known beef brands and has a broad product portfolio with the company’s own name brand and market leader Friboi, as well as Maturatta Friboi, Do Chef Friboi, Reserva Friboi, 1953 Friboi and Swift Black, targeting a variety of different markets. As part of its focus on certified sourcing and food quality and safety, from animal welfare to end product delivery, the company has implemented best sustainability practices across the entire value chain and constantly monitors its cattle suppliers using satellite imagery, georeferenced farm maps and official government figures. Friboi is sold in over 150 countries and currently has 36 production units in Brazil.


Corporate Communications Department
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