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Film created by WMcCann airs for the first time today

São Paulo, October 5, 2017 – Seara Alimentos, a company that specializes in fresh, frozen, chilled and processed foods, is launching its new brand campaign this month under the title “Seara Q for Quality”. To show that the company is committed to going the extra mile in everything it does, the campaign will include various media actions (spots, POS and digital) as well as the launch of a TV film created by WMcCann that will air for the first time today.

The “Q for Quality” campaign launch will reinforce this key attribute of the company’s work over the past several years, in a clear reference to the level of excellence Seara has achieved and its long-standing position as a quality benchmark for the food industry.

Joanita Karloeski, CEO of Seara Alimentos, is excited by the brand’s new campaign and explains the spirit within the company: “The Seara ‘Q’ for Quality goes well beyond communications. It refers to all of us. Who we are, what we do, and how we see our work. Quality has always been in Seara’s DNA and will continue to guide our strategies”.

As a result, Seara has made a commitment to customers and consumers based on the approach that it is not enough to be a food company, it needs to offer something more. The new campaign will also guide the brand’s business and communication strategies for the foreseeable future, as well as relationship actions in a wide variety of markets.

Eduardo Bernstein, Seara’s Executive Director for Marketing and R&D, said: “Seara believes there is no limit to quality and it is constantly looking to push the market and technology envelopes to offer that little bit extra, something that will surprise our consumers and customers”.

The campaign will officially launch when the film airs on nationwide TV. The film includes various images of Seara products – Sausage, Ham, Lasagna, Chicken, Pork Ribs with Barbecue Sauce, Parma Ham and others – while the narrator highlights that little extra flavor, freshness, delicious aromas, carefully selected ingredients and, mainly, Quality the offer: something the brand focuses on for all its products. At the end, dishes in the shape of a “Q” replace the fist letter in the word Quality. The “Q for quality” positioning complements the byline “Seara: Quality that will surprise you”.

The Campaign includes a 30” film, in 10” and 5” versions as well, POS actions, spots and print and digital media. Merchandising, customer and consumer relations and other new approaches are included.

Link to the film:

Agency: WMcCann
Client: Seara
Product: Institutional
Campaign name: Q for Quality
CCO: Washington Olivetto
Creative VP: Guime Davidson
Creative Director: Eiji Kozaka and Marcelo Conde
Creation: Caio Machado, João Pires, Eiji Kozaka and Marcelo Conde
Planning: Debora Nitta, Luciana Padovani, Marilia Duran
Client Services VP: Ricardo Andrez
Client Services: Ana Helena Coutinho, Vivian Cecchi, Vitória Carvalho and Camila Bonilha
Media: Yara Apparício, Horácio Rosário, Simone Orlandi and José Carlos Santos
VP of Production: Marcelo Hack
RTV and Art Buyer: Julia Seligmann / Gabriela Takan
Director: Mateus de Paula Santos and Nando Cohen
Assistant Director: Carolina Sentelhas
Executive producer: Alberto Lopes / Sergio Salles / Francisco Puech
Food specialist: Paula Rainho
Client Services: Rubia Elias / Thaís Lopes
Post-production: Equipe Vetor Zero
Photography: Miro
3D: Boreal
Sound Producer: HAMnyc
Narrator: Juliana Veiga
Producer: Fabricio Modesto, Max de Castro and Ricardo Camera
Graphics Producer: Ricardo Rodrigues
Designs: Jaqueline Travaglin, Maira Quagliato and Margaret Siewerdt
Client approval: Eduardo Bernstein, Tannia Fukuda Bruno, Karina Fonseca Sousa

About Seara
Seara has been on Brazilian shelves and dining tables for over 60 years. It is a Brazilian food brand that is fully committed to product quality and offers a wide range of natural 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, Ingredients and Vegetables, Pizzas, Sausages and the special Seara Monica Gang brand.

Valéria Santoro
(11) 5090-8942

Letícia Andrade
(11) 5090-8900 R:8444