The Brazilian Association of Animal Protein (ABPA), in partnership with the Brazilian Trade and Investment Promotion Agency (ApexBrasil), is promoting a broad international campaign to promote Brazilian animal protein in the countries hosting this year’s World Cup.
The campaign will run from June 11 to July 22, with a presence in 651 media locations across the United States, Canada, and Mexico, reaching consumers and tourists in some of North America’s major cities.
This action is part of a strategy to strengthen the international image of animal proteins produced in Brazil, highlighting globally recognized attributes such as quality, food safety, sustainability, and supply capacity.
In the United States, the campaign will be present in 190 communication points, mainly concentrated in New York, including billboards, taxis, convenience stores, hotels, bars, restaurants, gyms, and corporate elevators. In Canada, the campaign will reach 459 points in Toronto and Vancouver, with presence on billboards, airports, subways, trains, bus stops, taxis, shopping malls, and food establishments. In Mexico, the campaign will be featured on two billboards installed on major avenues in Mexico City.
As part of the initiative, the materials distributed will include QR codes that will direct the public to exclusive digital content in English and Spanish. Among this is an institutional video specially developed for the campaign, which associates moments of celebration, conviviality, and integration between different cultures with the consumption of chicken, pork, and eggs produced in Brazil.
In addition to a physical presence in the host countries, the campaign will also feature a broad digital strategy, using the social media channels of the Brazilian Chicken, Brazilian Pork, and Brazilian Egg brands, expanding the reach of the messages to international consumers.
According to ABPA president Ricardo Santin, conducting the campaign during a period of intense international attention offers a unique opportunity to strengthen the image of Brazilian animal protein.
“The World Cup is one of the rare moments when different cultures connect simultaneously around the same passion. Taking advantage of this environment to showcase Brazilian animal protein is a way to reinforce attributes that differentiate us globally, such as quality, safety, sustainability, and supply capacity. We want consumers from different countries to associate Brazil not only with sports, but also with the production of excellent food,” he emphasizes.
This action is part of the sectoral projects Brazilian Chicken, Brazilian Pork, and Brazilian Egg, maintained by ABPA in partnership with ApexBrasil, and is part of the calendar of initiatives aimed at strengthening the international presence of Brazilian animal protein.
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