Canção, a food brand belonging to the GTF group, generated R$ 3.35 million in revenue between May and July 2026 from products launched for the World Cup campaign.

During this period, 154,736 kilograms of the tournament-specific product line were sold; the line includes items such as traditional and spicy "Fut Wings," 300g and 1kg "Fut Chicken," as well as "Fut Burger" and "Fut Cheese" products.

According to the company, these sales results were driven by a communication strategy designed to boost the visibility of the new products and foster a closer connection between the brand and consumers throughout the 85-day campaign.

Alessandro Guerra, Canção’s marketing manager, noted that the strategy aimed to turn the visibility generated by the World Cup into an opportunity for business growth and consumer engagement.

"The campaign was a success from start to finish. Our strategy stemmed from the challenge of 'buying into' the World Cup—engaging with the event—even without being an official sponsor. We managed to turn that idea into tangible results. We reached our target audience, significantly expanded our follower base, and, most importantly, succeeded in transforming that reach into actual relationships," he stated.

The campaign also contributed to the growth of the brand's social media audience. Canção saw its follower count rise from 88,300 to 135,200 during the period—a 53.2% increase. The company views this growth as a way to expand the consumer base that can be reached through future commercial initiatives and product launches.

During the Siavs trade show in August, GTF CEO Rafael Tortola stated that the company aims to increase the share of higher value-added products in both the domestic market and export operations.

Currently, about 65% of the company's production is destined for the domestic market, with 35% going to exports. The goal is to raise the share of overseas sales to 40% next year.

Canção expanded its follower base by 53.2% through a content campaign developed for the World Cup. Between May and July 2026, the brand grew from 88,300 to 135,200 followers, gaining nearly 47,000 new profiles. Over the course of 85 days, 518 pieces of content were published, reaching 69 million accounts and generating over 270 million impressions and 3.6 million interactions. The strategy involved 21 influencers, who were responsible for 42.3% of the campaign's engagement. With this initiative, the company sought to deepen consumer relationships and strengthen the "Central do Sofá" platform, created to activate the brand during major sporting events.

"We reached the audience we wanted, expanded our follower base at a significant pace, and—most importantly—managed to turn that reach into relationships. It wasn't just about gaining new followers, but about creating a meaningful connection so they would stay with the brand even after the World Cup," explained Alessandro Guerra, Canção's marketing manager.

Source: CNN