Eurobest

Updated Classics

McCANN SPAIN , Madrid / CAMPOFRIO FOOD GROUP / 2019

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Overview

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Credits

Overview

Background

CAMPOFRÍO IS A BRAND OF FUET, CHORIZO, CECINA…THE TRADITIONAL CURED MEAT THAT GRANDPARENTS IN VILLAGES EAT.

BUT WE WANT TO REACH YOUNG PEOPLE.

YES. THE ONES WHO LOOK AT TRADITIONS AND THE VILLAGE LIKE COWS WATCHING A TRAIN GO BY, SO WE MADE A MORE MODERN FORMAT.

AND TO MAKE ALL THOSE YOUNGSTERS AWARE, WE ALSO MODERNIZED SOME OTHER VILLAGE TRADITIONS.

INTRODUCING SNACK´IN : UPDATED CLASSICS.

CLASSIC OBJECTS TO WHICH WE’VE ADDED THE LATEST TECHNOLOGY.

Idea

Campofrio launches a campaign to launch its new brand Snack ' in.

Snack ' in updates classic cold cuts and proposes a new way of eating them in a new format: for snacking wherever and whenever you want: the most traditional is now more modern than ever.

Strategy

Under the slogan "The result of uniting traditional and modern" , we created a limited series of objects that are classics in our country's culture, but updated: botijo speaker (a traditional water jug with speaker), boina wifi (a beret with wifi) and alpargatas cloud (espadrilles with cloud memory).

Our gadgets became real objects and were very sought after that we gave away on social media and invited users to choose a new gadget that we would also give away.The winner: A hair comb USB.

Execution

The objects we created were the earthenware pitcher speaker, with a speaker and Bluetooth to listen to your favourite music and even make calls. It also had a compartment for 1.5 litres of water. The Cloud Espadrilles, the typical espadrilles that you’ve seen all your life but with 16GB in the soles where you can store videos, songs, data … And the WI-FI Beret,

Outcome

24 million online views

96% positive sentiment

45 K interactions on social media

+25% sales increase

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