Between March 20 and 22, 2026, at São Paulo's Interlagos Circuit, Sadia joined another edition of Lollapalooza Brasil one of the world's leading music and cultural festivals.

ATENAS was responsible for the project, transforming the brand's festival presence,into a proprietary experience with strong cultural relevance and exceptional engagement potential.

Inspired by the concept "Sadia PopStars — The Main Attraction When Hunger Hits," we developed an integrated platform connecting product, music and behavior. The experience came to life inside a two-story, 100-square-meter branded structure designed to maximize visibility, visitor flow and dwell time.

One of the activation's defining features was the debut of the Lek Trek mascot standing upright in a nearly six-meter-tall sculpture. Visible from across the festival grounds, it quickly became both a visual landmark and one of the event's main meeting points.

On the ground floor, visitors were invited to become the star of their own show through an immersive experience featuring live DJs, photographers, interactive activities and product sampling. Upstairs, we created a dedicated content creation hub where influencers and creators generated real-time social content, amplifying Sadia's digital presence throughout the festival.

More than an activation, the project was designed as an ongoing brand platform. The physical experience naturally extended into social conversations, content creation and audience sharing, expanding its impact well beyond the festival grounds and connecting with those following the event remotely.

Operationally, the scale matched the ambition: 24 sales points, more than 150 roaming vendors and a menu featuring over 30 products, with the Pop Sadia line taking center stage. Throughout the three-day festival, Sadia firmly established itself as the Official Bite of Lollapalooza Brasil.

The result was a fully integrated Brand Experience combining branding, engagement and business performance. Rather than simply serving food, Sadia earned a meaningful place within the festival's cultural landscape.

For us, the project reinforces our ability to lead end-to-end Brand Experience initiatives, from strategy to execution, creating proprietary experiences that connect brands with cultural territories in authentic ways, generating real impact on perception, engagement, and relevance.