Friboi, the beef brand unit of Sao Paulo, Brazil-headquartered JBS S.A., the largest meat processing company in the world, set a new export logistics record for frozen beef shipped by railroad in May, with an 80% increase in year-on-year container volume going to ports in Cambé (PR) and Rondonópolis (MT). So far this year, container shipping is up 50% overall compared with the same period in 2018.
Rail has become a financially viable alternative and is also more sustainable, as it emits fewer pollutants. Friboi has tailored its operations throughout the past year and railroad shipping is now part of its export feasibility strategy, accounting for over 30% of international shipments.
The Friboi logistics department is implementing several initiatives to increase its competitiveness in new and existing markets by using alternative logistics, including rail. The company plans to increase shipments via railroad by 40% this year.
Between January of 2018 and May of 2019, the use rail has helped Friboi cut CO2 emissions by 9,400 tons. This reduction is equivalent to 1,652 trips around the world by car or 5,092 cars on the road for a year. It is also comparable to planting 65,800 trees, according to the company.
Major TV Promotion
On the domestic marketing front, meanwhile, Friboi’s “O que dá gosto” (“This is Flavor”) campaign aims to add more flavor to meals and bring people together – either around the dinner table or at a family lunch on a Sunday afternoon. A television advertising push, running now through November, has been kicked off with commercials premiering on GNT, GloboNews and Discovery Home & Health programs.
Two 30-second spots and shorter 15-second versions developed by Lew’Lara/TBWA highlight the role beef plays in Brazilians’ everyday lives, showcasing a variety of flexible meal options including steak, stew, roast beef and spaghetti meatballs. The agency developed a special soundtrack and melody for the campaign with lyrics and rhythms that change for each period of the week.
The video shown on weekdays focuses on the everyday meal as a time for bonding, while the second video – which airs on weekends – spotlights weekend get-togethers with family and friends.
“Beef is one of Brazil’s most popular foods. In addition to adding flavor to meals, it is part of people’s day-to-day routines and brings people together at times of celebration. As part of the campaign, we want to highlight the flavor beef brings into people’s lives and the contentment it brings to the table,” said Renato Costa, Friboi’s chief executive officer.
“Meat on the table means a complete, nutritious and tasty meal. Brazilians have learned to ask for Friboi. This new campaign revisits the emotional aspect of serving meat at family gatherings,” added Felipe Luchi, chief operating officer and partner at Lew’Lara/TBWA.
About Friboi
Currently operating 35 processing plants nationwide, Friboi has been decommoditizing Brazilian beef and building brands for over 40 yeas. The company owns and markets a broad product portfolio that includes Maturatta Friboi, Do Chef Friboi, Reserva Friboi, 1953 Friboi and Swift Black products, targeting a variety of different markets. Its exports go to over 150 countries around the world.
