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 with Campofrío” so we decided to return the gesture: “Campofrío with Burgos”.

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

“Ashes” is the action that closed the crisis cabinet. With it, as well as continuing to express our gratitude for the support received, we opened the door to a hopeful future. The new Campofrío factory. “A much more solid factory that will have risen from the ashes of the old factory and everyone’s support, which will make it indestructible”.

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.

We do not have results yet but 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.

The situation was very bleak. Campofrío faced the biggest crisis a company can face: 981 families without their jobs as well as many indirect jobs (farmers, vets, builders, truck drivers, feed mills...). 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