In an unprecedented partnership, Adria and iFood launched the first sampling campaign for the dry pasta category on the delivery app, which is one of the most well-known in Brazil.Adria's intention, 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 its most innovative launches, Lámen Zero Fritura, for R$ 0.01 on iFood.
Instant noodles are one of the most common foods in the busy routine of Brazilians, mainly recognized for their flavor and quick preparation. What many people didn't know is that this type of dough goes through a frying step during the manufacturing process, with the addition of vegetable fat. Adria's launch not only eliminates frying but also guarantees 25% less sodium compared to the fried version from the same manufacturer, in addition to being very flavorful.
The brand's action worked through users redeeming a sample of the product via the iFood app for R$0.01. The participating flavors were chicken, free-range chicken, and beef, in 75g packages. Since the initiative was made possible by iFood Ads, the advertising and business vertical that develops creative solutions for brands to increase their visibility, connect with consumers, and consequently boost sales.
"With the completion of the action and the results gathered, 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 initiative in partnership with iFood, an extremely important and strategic partner for M. Dias Branco's Digital team," comments Geórgia Gavros Dinyako, Digital Marketing Coordinator of the Company.
“The impact of the campaign was very important for Adria, the objective of which was to make people try the ramen they are used to, but without frying, with less sodium and lots of flavor”, reinforces Luciana Ribeiro, Marketing Manager at Adria.
In addition to the flavors included in the promotion, the product can be found in the children's line in the options of tomato, mild meat, and mild chicken, also in 75g packages, at major supermarkets in the Southeast and Central-West regions of Brazil.
“We are very pleased with the partnership between iFood and Adria and the significant results achieved by the brand in yet another action that reinforces iFood Ads’ commitment to involving partners in creative processes that generate connections with consumers. Within the app, we have noticed significant growth – we have more than doubled the brand’s share in the instant noodles category. With a base of 55 million active customers on the app, we are able to offer unique opportunities through iFood Ads to expand the reach and strengthen Adria’s presence in the market”, says Camila Alvarez, Head of Business at iFood Ads.
