Friboi introduces Valdir, the master butcher who represents the brand’s care and quality

Friboi+, the butcher shop network certified by the Friboi quality seal, launches a new campaign that reinforces the brand’s commitment to excellence in meat and customer service. Featuring the Friboi Reserva line and the newly introduced character Valdir, the communication embraces the positioning “Cuidado que faz diferença” (“Care that makes a difference”), highlighting the brand’s tradition and reliability with a more personal and welcoming tone.

More than showcasing products, the campaign invites consumers to experience the full Friboi+ offering: specialized service, a variety of meat cuts, and a more human connection when choosing the perfect option for each moment.

Friboi+ campaign highlights quality and trust

The new campaign reinforces Friboi’s excellence by spotlighting the Reserva line and positioning Friboi+ butcher shops as trusted destinations for product variety and quality service. The core message is simple: great meat comes from a reliable source — and that makes all the difference.

Valdir: the character who brings the brand closer to everyday life

Valdir, the master butcher created for the campaign, represents all professionals working in the Friboi+ network. With a friendly tone and accessible language, he shares tips on meat selection, ideal cuts for each occasion, and easy-to-follow recipes that simplify preparation.

Tradition and innovation: trusted meat now has a name and a place

With more than 70 years of history, Friboi shows that quality and care are values passed down through generations. Now, the brand reinforces that in addition to trusted meat, consumers can also rely on where they buy it: “trusted meat has a name – and now the butcher shop does too: Friboi+.”

A human-centered campaign with a memorable slogan

“We chose the character of master butcher Valdir to symbolize the deep knowledge, the meticulous care with meats, and the expertise that Friboi brings across its entire product range, available at Friboi+ butcher shops, with outstanding consumer service,” says Anne Napoli, Friboi’s Marketing Director.

The campaign’s slogan, “Quer sorrir, escuta o Valdir” (“Want to smile? Listen to Valdir”), reflects the idea of making meat selection a lighter, more trustworthy, and enjoyable experience — always guided by someone who truly understands meat.

Watch the campaign:

A multichannel strategy brings Valdir to households across Brazil

The campaign began with teaser spots on major TV broadcasters and expanded to digital platforms, as well as OOH and DOOH formats. The three films created by Lew’Lara\TBWA, produced by CINE with audio by Reft, showcase Valdir’s daily interactions and connection with consumers.

The official launch took place on April 11, and digital content continues to grow Valdir’s presence across online channels.

GINGA leads digital strategy and PR efforts

The agency GINGA heads the campaign’s online initiatives, focusing on branded content, media strategy, and data insights. The goal is to connect Valdir with diverse audiences through authentic and relevant interactions.