Agriculture at the World Cup: ABPA and Apex launch campaign to promote Brazilian animal protein.

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 11th to July 22nd, with a presence in 651 media outlets across the United States, Canada, and Mexico, reaching consumers and tourists in some of North America's major cities. The campaign 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 City, 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 a presence in billboards, airports, subways, trains, bus stops, taxis, shopping centers, 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 displayed will include QR codes that will direct the public to exclusive digital content in English and Spanish. Among them 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. See the link to the video in Portuguese: https://youtube.com/shorts/8v9X8VsOpiU?feature=share In addition to the physical presence in the host countries, the campaign will also have a broad digital strategy, through the social media of the sector brands Brazilian Chicken, Brazilian Pork, and Brazilian Egg, expanding the reach of the messages to international consumers. According to the president of ABPA, Ricardo Santin, carrying out the campaign during a period of great 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. The 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. 

This text was translated by machine from Brazilian Portuguese.