In an unprecedented partnership, Adria and iFood promoted the first sampling campaign for the dry pasta category on the delivery app, which is one of the most well-known in Brazil. The intention of Adria, Top of Mind Datafolha in the pasta category for five consecutive years, was for consumers in São Paulo and Rio de Janeiro to try one of their most innovative launches, Lámen Zero Fritura, for R$ 0.01 on iFood.
Instant noodles are one of the most common foods in the fast-paced routine of Brazilians, mainly recognized for their taste and quick preparation. What many people did not know is that this type of noodles goes through a frying stage during the manufacturing process, with the addition of vegetable oil. Adria’s launch not only eliminates frying but also guarantees 25% less sodium compared to the fried version from the same manufacturer, along with great flavor.
The brand’s campaign worked by allowing users to redeem a product sample via the iFood app for R$0.01. The participating flavors were chicken, free-range chicken, and beef, in 75g packages. The initiative was made possible by iFood Ads, a vertical for advertising and business that develops creative solutions for brands to increase their visibility, connection with consumers, and consequently boost sales.
“With the conclusion of the campaign and the analysis of the results, we gained market share within the app in the category and saw a spontaneous increase in product purchases. These data reinforce the success of the joint campaign with iFood, an extremely important and strategic partner for M. Dias Branco’s Digital team,” comments Geórgia Gavros Dinyako, Digital Marketing Coordinator at the Company.
“The impact of the campaign was very important for Adria, with the goal of getting people to try the ramen they are used to, but without frying, with less sodium and great flavor,” reinforces Luciana Ribeiro, Marketing Manager at Adria.
In addition to the flavors included in the campaign, the product is available in the kids’ line with tomato, mild beef, and mild chicken options, also in 75g packages, at major supermarkets in the Southeast and Central-West regions of Brazil.
“We were very happy with the partnership between iFood and Adria and the significant results achieved by the brand in yet another campaign that reinforces iFood Ads’ commitment to involving partners in creative processes that generate connections with consumers. Within the app, we noticed a significant growth—more than doubling the brand’s share in the Instant Noodles category. With a base of 55 million active customers on the app, we can offer unique opportunities through iFood Ads to expand reach and strengthen Adria’s presence in the market,” says Camila Alvarez, Head of Business at iFood Ads.
