Cannes Lions

CAMPOFRIO HAM

ZENITH MEDIA, Madrid / CAMPOFRIO FOOD GROUP / 2011

Overview

Entries

Credits

Overview

Execution

After a succesful campaign of spots in wich we could see the Spanish soldiers in the UN forces in Afghanistan missing home and coexisting with soldiers of other countries, we decided to take advantage of the "...around the world " programs to give a present to the spanish emigrants.When they were asked about what do the miss most from Spain, theys usually answer mom's meals, "tapas" in bars and the iberian ham or "chorizo". Then, the person who came from Spain, surprised them with campofrio products as a gift.

This formula appeared in different regional channels as part of the content several months, building a strong link with "what you miss when you're not at home"

Outcome

The brand awareness grew significantly and the asociation with "home products" was reinforced. As a leader brand, campofrio wasn't looking for sales increasings but for image building.This actions contributed to remove the "industrial factory" image and turned it into a more emotional position in the mind of the buyer.

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