In recent years, Campofrío has won over consumers with its now traditional Christmas campaign. Supporting them in their everyday problems and encouraging them to continue to maintain that spirit that characterizes Spaniards: “Let nothing and no one deprive us of our way of enjoying life”.

In 2014 Campofrío had the same request, to make a very Spanish campaign, very brand-centric, about how proud we are to be how we are. The campaign was ready to air, but then, on 16th November, something no-one expected happened.

To recover our 2014 market position and share.

We were in the middle of a crisis and we had to:

- Raise brand awareness.

- Strengthen loyalty in the distribution channels by reaffirming the brand’s role and attitude as a leader in the sector. We were going to lose references and facing on the shelves so distribution could be left in no doubt as to our ability to pull through.

- Raise the consumer’s identification with the brand, enhancing brand appeal and perceived leadership and closeness.

Involving the Campofrio workers in the “new” company effort has taught us several things. We have learned that we are not alone. We have learned to be consistent in our positioning, to praise the courageous commitment of the company; but above all we have learned that it is possible to create a brand which is proofed against any type of crisis.

Ashes closes the crisis actions taken by Campofrio. It invites workers to join the new factory with everyone’s support and the ashes of the previous factory give it an “indestructible” nature.

Campofrío faced the biggest crisis a company can face: 981 families without their jobs as well as many indirect jobs . The company would have production problems and stocks would not last long, meaning the loss of leadership on supermarket shelves.

Any decision taken in haste could sink the company; Campofrío had to move forward to once again become the leader in the sector. It had to rise from its ashes.

A crisis cabinet was created and campaigns were produced with the aim of relieving the workers’ desolation, assuaging the authorities’ concern and boosting consumer support.

The main factor in the success of this campaign was perhaps that they were the first strategic decisions taken.

The city of Burgos installed a banner on the city hall facade: “Burgos con Campofrío” so we decided to return the gesture: “Campofrío con Burgos”.

We started getting messages of support from all over, and we answered them all: one by one.

Based on this, we took the following decisions:

- Campofrio decided to raise the company again in Burgos and take back their workers. We had to reflect that courageous commitment on behalf of the company.

- We could not afford to lose brand awareness. We had to make courageous campaigns, reflecting the company’s firm commitment.