THE DAILY BREAD by OMD Santiago for JAMÓN SÚPER CERDO

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THE DAILY BREAD

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Industry Bread
Media Promo & PR, Case study
Market Chile
Agency OMD Santiago
Released September 2010

Credits & Description

Category: Best Use of Ambient Media: Small Scale
Advertiser: JAMÓN SÚPER CERDO
Product/Service: AGROSUPER HAM
Date of First Appearance: Sep 20 2010
Entrant Company: OMD CHILE, Santiago, CHILE
Media Account: Claudio Sepúlveda (OMD)
Media Director: Ximena Vásquez (OMD)
Media Planner: Angelo Conti (OMD)
Media Director: Mauricio Abeleida (OMD)
Account Manager: Rogelio Ravanal (AZ Mktg Táctico)
Media placement: BTL - AZ Mktg Táctico - 09/20/2010

Insights, Strategy & the Idea
To increase preference for Super Cerdo ham in those places where bread is sold most, so as to achieve a direct consumption link.


Strategy
Chile is the world's second largest bread consumer, with 98 kilos per capita, and one of the biggest allies is ham. For this reason we thought that bread itself would be an excellent vehicle to strengthen the brand.

Insight
Bread IS BETTER WITH SUPER CERDO HAM.

Creative Execution
We stamped the Super Cerdo brand on its main ally: bread.

We made alliances with some of the main bakeries in the city's most residential and thickly-populated sectors, where we stamped the brand on bread to increase its recall right at the moment of purchase.

Results and Effectiveness
We managed to have MORE THAN 225 KILOS OF BREAD STAMPED ON THE SIDE WITH THE SUPER CERDO BRAND, on a daily basis, as a result of which we were present at the table of 7000 Chilean families' homes during one month.