Cannes Lions

NATURISSIMOS HAM

McCANN ERICKSON, Madrid / CAMPOFRIO FOOD GROUP / 2011

Presentation Image
Presentation Image
Presentation Image

Overview

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Credits

Overview

Description

On their parents’ 25th anniversary, two youngsters from Granada want to make them a very special gift. Their folks are blind and the young men are keen to give them back, just for one day, everything they were taught by living in a different way, which nevertheless has in no way deprived them of enjoying life more intensely than anyone could imagine.For the purpose and with the help of Campofrío, the youngsters prepare a surprise celebration, to squeeze every ounce of enjoyment from each of their 4 remaining senses (hearing-touch-smell and taste).

Execution

One of the solutions on the communication level was to introduce landmark changes in the brand’s codes, stepping beyond towards a more friendly, empathetic communication, seeking an emotional connection with consumers.The objective was a communication that hooked viewers (consumers and non-consumers) and that turned CAMPOFRĺO into one of theirs, a brand they could relate to.

That led us, for example, to innovate too in the forms, being pioneers in audio guides of short films on the Internet, to make them accessible to the visually impaired.

Outcome

We met the initial campaign objectives:1. To increase sales in the total category.2. To increase market share in the sliced cooked ham category.3. To build brand awareness to reach 79%, its historic peak.

4. To confirm the brand as a leader, improving results in the attribute: “It’s a brand with healthy, natural products”. Campofrío is confirmed as a leader, improving its image attribute “it’s a brand you can’t go wrong with” with 67% of mentions. 5. To get our spot to reach beyond the barrier of mere advertising to become a social event.

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