Seara is targeting the "first half" of barbecue sales to boost category sales by 40 percent
Present in 94 % of Brazilian homes, the brand is betting on portfolio innovation and point-of-sale execution to capture the typical increase in demand during this period. Internal research indicates that 56% of families intend to get together to watch the games with a barbecue, reinforcing the consumption potential.
This movement occurs in a context where the World Cup is consolidating itself as one of the main drivers for food retail. Data from Kantar shows that, in the 2022 edition, the event generated an additional R$ 550 million in consumption, with approximately R$ 70 million coming from Seara's product basket alone. More than half of the brand's categories registered growth during this period.
João Campos, president of Seara, explains that the movement goes beyond the World Cup calendar and is part of a broader repositioning within the category, focusing on capturing value from the beginning of the consumer journey. "The goal is to occupy a relevant space in the occasion from the start of the experience," he states. "The beginning of the barbecue is crucial for engaging the consumer and increasing consumption throughout the entire journey."
The new products will be presented at the APAS Show and include items aimed at immediate consumption and sharing. Highlights include garlic paste, which allows for customization by the consumer, American Grill sausage, and mini-hamburgers for grilling. The portfolio is complemented by already established items such as Tuscan sausage, sausage with curd cheese, and pork cuts like pancetta and ribs.
The focus on entry-level categories is no accident. According to Kantar, the sausage category alone registered an increase of over R$ 31 million during the last World Cup, exceeding the usual seasonality.
In retail, the strategy will be supported by a national promotion. For every R$30 spent, consumers receive lucky numbers to enter a draw for prizes, including R$1 million, barbecue vouchers, and televisions. Products from the Seara and Seara Gourmet barbecue lines guarantee double the chances, in an initiative aimed at increasing sales volume and average order value.
The communication campaign will be led by Galvão Bueno and Arnaldo Cezar Coelho, with the concept "The rule is clear: barbecue is Seara," reinforcing the connection between football and consumption.
In addition to products, the company is expanding its services. The "Barbecue Kit," traditionally aimed at the B2B market at the end of the year, will now also be offered to end consumers throughout the year, focusing on convenience for dates such as games and holidays.
The company is also launching the Seara Barbecue Meter, a digital tool that calculates the ideal amount of food for each occasion and connects consumers to recipes and the shopping journey.
“The strategy is to capture the category's growth from a broader perspective of the experience,” says Campos. “Consumption doesn't begin on the grill, it begins in the planning. Being present throughout this journey increases the brand's relevance.”
Export revenue reached US$328.2 million in the fourth month of this year, an 8.8% increase compar...
The company focuses on structured in-store execution models, combining category management, train...
According to information published by the Philippine Department of Agriculture itself, Secretary ...
