Campofrio Promo, Case study AROUND THE WORLD by Breikinruls, Zenithmedia

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Industry Grocery and Other foods
Media Promo & PR, Case study
Market Spain
Agency Breikinruls
Agency Zenithmedia
Director Jaime De Santiago
Creative Director Miguel Villarruel
Creative Ivan Naranjo, Andrea Loira
Released March 2010

Credits & Description

Category: Best Use of Branded Content
Advertiser: CAMPOFRIO
Product/Service: CAMPOFRIO HAM
Date of First Appearance: Mar 22 2010
Entrant Company: ZENITH MEDIA, Madrid, SPAIN
marketing director: Jaime Lobera (Campofrio)
range director: Juana Manso (Campofrio)
brand director: Silvia Alvarez (Campofrio)
Director: Jaime de Santiago (Breikinruls)
Creative Director: Miguel Villarruel (Breikinruls)
Creative: Ivan Naranjo (Breikinruls)
Creative: Andrea Loira (Breikinruls)
Project Manager: Miguel A. Bartolome (Breikinruls)
Office Director: Juan Antonio Ortiz (Zenithmedia)
Account Manager: Inmaculada Sanchez (Zenithmedia)
planner: Miguel Gonzalez (Zenithmedia)
planner: Ana Agudo (Zenithmedia)
planner: Alejandra Paz (Zenithmedia)
TV buying director: Mercedes Moreno (Zenithmedia)
Tv Buying manager: Pilar Sanchez (Zenithmedia)
TV buyer: Alberto Martinez (Zenithmedia)
Media placement: tv campaign- more than 20 times - telemadrid - April 2010
Media placement: tv campaign- 10 times - Canal 9 - May 2010
Media placement: tv campaign- 12 times - 7 region de Murcia - May 2010
Media placement: Tv campaign 4 times - TV castilla y Leon - November 2010

Insights, Strategy & the Idea
Campofrio is a sausage and pork products brand, leader in Spain both in sales and people preference. They've built a solid brand and positioned themselves as the "really spanish" and "the kind of things you miss when you're abroad". Campofrio is the brand that you used to eat in your mother's home and that you buy for your children.

In Spain, there's a lot of programs on tv that show how people from different partos of the country live abroad. Each week they visit a city or country and contact with Sapaniards that live there and tell their experiences about the culture, traditions, landscapes, jobs, and the journalist always asks what do they miss from Spain.

Creative Execution

After a succesful campaign of spots in wich we could see the Spanish soldiers in the UN forces in Afghanistan missing home and coexisting with soldiers of other countries, we decided to take advantage of the "...around the world " programs to give a present to the spanish emigrants.

When they were asked about what do the miss most from Spain, theys usually answer mom's meals, "tapas" in bars and the iberian ham or "chorizo". Then, the person who came from Spain, surprised them with campofrio products as a gift.

This formula appeared in different regional channels as part of the content several months, building a strong link with "what you miss when you're not at home"

Results and Effectiveness
The brand awareness grew significantly and the asociation with "home products" was reinforced. As a leader brand, campofrio wasn't looking for sales increasings but for image building.

This actions contributed to remove the "industrial factory" image and turned it into a more emotional position in the mind of the buyer.