Cannes Lions

SAUSAGES

McCANN ERICKSON, Madrid / CAMPOFRIO FOOD GROUP / 2011

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Overview

Entries

Credits

Overview

Execution

On the communication level, we proposed a high-profile campaign that would generate all the buzz lost in the last few years of so little communication from the brand, but for this purpose, it was also essential to design a media mix that would enable us to reach both regular buyers of the brand (housewives) and youngsters, our new core target.For this reason and due to the nature of the product, we devised a media strategy which combined conventional media with a digital media mix, as well as street marketing and PR actions.

In this context, the social networks took on considerable importance, pursuing the participation of the youth target and their involvement with the brand, setting a new Guinness Record for the number of people simultaneously eating a hot dog and the consequent media repercussion. The action made the news in the principal mass media in the country.

Outcome

We managed to stop one of the brand’s - and the country’s - principal distributors from removing the product from its shelves, in addition to the major repercussion in the media we achieved by optimising the campaign budget. The levels of awareness and recognition in digital were also high.

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Vices

McCANN SPAIN , Madrid

Vices

2019, CAMPOFRIO FOOD GROUP

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