This little stunt, very Navidul in its style and exploiting the concept "it’s what your soft spot is for" involves making phone calls to real people living away from home, such as Erasmus students or people who work abroad, away from their families, or a guy from Cadiz who now lives in Santiago de Compostela away from his family in Cadiz. The caller tells them they have won a prize and that they have to choose between two options (this is the key): Next Mother’s Day we can fly your mother over to spend the day with you, or if you prefer you can choose to send just her suitcase ... full of Navidul ham!!

The goal was to dramatize the insight to the full: One will do anything for a Navidul ham, which allowed us to show the superiority of the product by breaking with the traditional codes of the category that focus directly on the product and not the consumer.

The key: identify a tone of voice that was in line with the brand’s previous campaigns, but that would open up a new, fresh and friendly way of communicating.

Apart from the noise generated by the calls we made during the month of April, we made a selection of the best moments and developed radio spots that began to air a week before Mother's Day.

Of the 32 calls we made to children abroad, 80% chose the ham instead of the mother.

Sales of the product increased 8% by comparison to the Mother’s Day season in previous years. The brand’s quality image increased 10% to 71% in just one year and we claimed top of mind in our category.

And we proved that Navidul is always “what your soft spot is for” whatever day it is.