Cannes Lions

TIME DONORS

McCANN MADRID, Madrid / CAMPOFRIO FOOD GROUP / 2015

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Case Film
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Overview

Entries

Credits

Overview

Description

Campofrio Cooked Ham is Campofrio’s flagship product, which, even today, is still afforded the same manufacturing time as 40 years ago.

The Time Donors initiative turned the patient, precious minutes we invest in the queue at the deli counter to buy Campofrio ham into volunteer hours, in order to value the time, the dedication and the affection with which the Volunteers attend to those most in need, because time improves everything it touches. Thus, consumers of Campofrio could donate their waiting time to different social causes of the different participating NGOs.

More than 3,000 deli counters across Spain joined this initiative which also accepted participation via the web www.donantesdetiempo.com.

Execution

Campofrio Cooked Ham is Campofrio’s flagship product, which, even today, is still afforded the same manufacturing time as 40 years ago.

The Time Donors initiative turned the patient, precious minutes we invest in the queue at the deli counter to buy Campofrio ham into volunteer hours, in order to value the time, the dedication and the affection with which the Volunteers attend to those most in need, because time improves everything it touches. Thus, consumers of Campofrio could donate their waiting time to different social causes of the different participating NGOs.

More than 3,000 deli counters across Spain joined this initiative which also accepted participation via the web www.donantesdetiempo.com.

Outcome

More than 3,200 outlets nationwide were covered. Most selected outlets were establishments with a heavy consumer footfall.

We achieved more than one million direct impacts on consumers in the selected outlets and more than three million indirect impacts.

• Knowledge/Consideration: i.e. key message penetration, coverage depth, dominance, prominence, ratio of favourable to unfavourable mentions in traditional and social media, changes in NPS (Net Promoter Score)/ likelihood to recommend (survey), purchase intent (survey).

Implementing the donantesdetiempo.com initiative in selected outlets succeeded in influencing the consumer’s purchase decision.

We have managed to create satisfying experiences for customers.

Campofrío has positioned itself as a brand that supports social causes.

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