How do you modernize a traditional food brand to connect with a younger audience? That was Sadia’s challenge in 2021. The creative solution was not just a visual refresh but a bold shift in media strategy—sponsoring major events like the NBA and Lollapalooza while updating the brand’s identity. By keeping its proprietary codes, including its iconic mascot, and reimagining them in a fresh, engaging way, Sadia struck the perfect balance between tradition and innovation. The impact was so significant, with a remarkable market share increase among younger consumers, that the brand continues to invest heavily in the NBA and similar platforms to this day.
ROLE: Executive Creative Director