In an unprecedented partnership, Adria and iFood promoted the first sampling action 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, it was for consumers in São Paulo and Rio de Janeiro to experience one of their most innovative launches, the Zero Frying Ramen, for R$ 0,01 on iFood
Instant noodles are one of the most common foods in the busy routine of Brazilians, being recognized mainly for its flavor and speed of preparation. What many people did not know is that this type of dough goes through the frying stage during the manufacturing process, with the addition of vegetable fat. The launch of Adria not only eliminates frying but also guarantees 25% less sodium, if compared to the fried version from the same manufacturer, besides being very tasty
The brand's action worked through the retrieval of product samples by users via the iFood app for R$0,01. The participating flavors were chicken, free-range chicken and meat, in 75g packaging. Since the initiative was made possible by iFood Ads, vertical of 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 action and the gathering of results, we gained market share within the app, in the category, and spontaneous increase in the purchase of the product. These data reinforce the success of the action in conjunction with iFood, an extremely important and strategic partner for M's Digital team. White Days, comment Georgia Gavros Dinyako, Digital Marketing Coordinator of the Company.
"It was very important for Adria the repercussion of the action", whose goal was to have people try the ramen they are used to, but without frying, with less sodium and lots of flavor, reinforces Luciana Ribeiro, Marketing Manager of Adria
In addition to the flavors that were part of the action, the product can be found in the children's line in the tomato options, tender meat and tender chicken, also in 75g packaging, in the main supermarkets of the Southeast and Central West regions of Brazil.
"We are very happy 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". Inside the app, we noticed a significant growth – we more than doubled the brand's share in the instant noodle category. With a base of 55 million active customers on the app, we are able to offer through iFood Ads unique opportunities to expand the reach and strengthen Adria's presence in the market, says Camila Alvarez, Head of Business at iFood Ads
