Impact BBDO Retains BRF Sadia as Creative Agency of Record

Impact BBDO has successfully retained its position as the creative agency of record for BRF Sadia, one of the region’s most iconic and trusted food brands, following a highly competitive multi-agency pitch. The win extends a 12-year partnership for another three years, supporting Sadia’s ambition to maintain its position as the number one brand in its segment in the GCC.

The renewal follows an intensive pitch process, with leading agencies vying for the prestigious account. Impact BBDO’s deep strategic understanding of the Sadia brand, bold creative vision, and ability to drive meaningful consumer engagement proved instrumental in securing the win.

Beatriz Benedetti, head of marketing and innovation MENA at BRF Sadia, shared her enthusiasm for the continued partnership: "Creativity is a strategic asset for Sadia, and Impact BBDO has mastered the ability to turn bold ideas into business-driven results, delivering culturally relevant storytelling that aligns seamlessly with our brand and commercial strategy. We’re confident that together, we will push the boundaries of our brand and shape the future of food in the region."

Ghassan Kassabji, chief executive officer, Impact BBDO Dubai and chief growth officer, MENA, added: "Sadia has been a valued partner of Impact BBDO for over 12 years, and we are proud to continue this journey together as their creative agency. We look forward to building on our strong collaboration, doing big things together, and driving even greater impact for the brand and its consumers."

As part of the renewed mandate, Impact BBDO will continue to lead brand strategy, creative development, and campaign execution across the region, supporting Sadia’s ambitious innovation pipeline and regional growth plans. The partnership will play a pivotal role in strengthening Sadia’s emotional connection with consumers while cementing its leadership in the fast-paced, ever-evolving food industry.

This win reaffirms Impact BBDO’s commitment to creative excellence and strategic impact, solidifying its position as one of the region’s leading forces in brand-building and storytelling.

The announcement comes shortly after BBDO unveiled its first new global positioning in nearly 30 years: ‘Do Big Things’ – a bold evolution that reflects the agency’s ambition to drive meaningful creative breakthroughs and marketing shifts for brands worldwide.