BRF is one of the world’s largest meat companies and the business is now pressing forward with an ambitious effort to crack Hungary’s retail market.
Flagship brand Sadia has launched new products in Hungary, with a number of chicken-based ready meals and easy-to-cook chicken cuts available in hundreds of retail stores across the country. But this is not enough as the company has launched a marketing campaign to lift consumption of its fresh and frozen poultry products.
A TV advertising campaign has been planned. This will feature a range of recipe ideas using products BRF claim can be purchased at Hungarian retailers, such as Auchan, CBA, CBA Prima and Tesco. It also expects Spar and Interspar to start stocking its poultry range soon too.
Globalisation strategy
BRF confirmed it will launch new product lines in Hungary next year with the meals taking inspiration from traditional Hungarian cuisine.
“Sadia and BRF are now proving in Hungary that chicken products can be delicious, of the highest quality and, at the same time, a healthier dietary choice,” said György Spiegel, marketing & trade marketing manager at BRF Hungary in a press statement.
The launch of Sadia in Hungary is part of a wider BRF strategy for globalisation, with central Europe emerging as a priority region for the company’s growth targets for the continent.
“We see great opportunities in the key countries of central Eastern Europe, and the marketing campaign we have just implemented in Hungary is a very strong step towards enhancing our presence in the region,” said Marcos Delorenzo, head of commercial for BRF’s central Eastern Europe operations, who is based in Hungary’s capital Budapest.
“We offer quality and affordable products, making the lives of our consumers and clients healthier and tastier.”