JBS Drops Friboi from Product Labels

06/20/2017 - 08h55

After investing millions in promotional campaigns to promote Friboi with celebrities such Tony Ramos and Roberto Carlos, JBS switched strategies and stopped printing the name of the company on product labels.

The product line Do Chef Friboi, also manufactured by JBS, made its way to supermarkets with a logo different from the original.

Meat trays produced during the first week of the month will only carry the Do Chef label, without the word Friboi.

JBS is expected to apply similar changes to the Maturatta Friboi brand. Large supermarkets have started to receive new product images with the missing Friboi, for use in flyers and promotional materials.

When asked if the decision to remove Friboi from the label was an attempt to address the crisis that emerged after two JBS executives were confronted with criminal charges in May, JBS replied that operations are normal.

The discretion being used in discussions around the Friboi brand appears during a moment of change in the company's communications. In addition to the suspension of television commercials with high profile celebrities, after the JBS accusations, the company's marketing team lost two executives. Both resigned after leading the repositioning process for the new Friboi lines.

Despite boycott threats on social media, the big retailers have not reported evidence of consumer withdrawal.

Sought for comment by Folha, JBS says it has been applying these marketing strategies for years and "has not introduced any extraordinary initiatives."

Translated by SUGHEY RAMIREZ

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	Divulgação
	JBS stopped printing the name of the company on product labels