Campofrio Promo, Case study NAVIDUL SALVAME XMAS SPECIAL by Optimedia Madrid

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

Credits & Description

Category: Best Use of Branded Content
Advertiser: CAMPOFRÍO
Product/Service: NAVIDUL HAM
Date of First Appearance: Dec 6 2010
Entrant Company: ZENITH MEDIA, Madrid, SPAIN
Marketing Director: José Vilches (CAMPOFRIO)
Product Manager: Eduardo Burgos (CAMPOFRIO)
Product Manager: Adán Serrano (CAMPOFRIO)
Director: Jaime de Santiago (BREIKINRULS)
Creative Director: Miguel Villarruel (BREIKINRULS)
Creative: Ivan Naranjo (BREIKINRULS)
Creative: Andrea Loira (BREIKINRULS)
Project Manager: Miguel A. Bartolomé (BREIKINRULS)
Office Director: Juan A. Ortiz (ZENITHMEDIA)
Account Director: Maika Castillo (ZENITHMEDIA)
Head of Planning: Gema Barrio (ZENITHMEDIA)
Media Planner: Ana Agustí (ZENITHMEDIA)
Media Planner: Isabel Sánchez (ZENITHMEDIA)
TV Buying Director: Mercedes Moreno (ZENITHMEDIA)
Head of TV Buying: Pilar Sánchez (ZENITHMEDIA)
TV Buyer: Alberto Martínez (ZENITHMEDIA)
Media placement: Tv Brand Content - Telecinco - 6/12/2010

Insights, Strategy & the Idea
66% of jamon iberico (iberian ham) sales are made in the days before christmas. Housewives are usually price-focused but it’s a special purchase for a special occasion; you can't know if your ham is ok until you taste it. Salvame's audience is composed mainly by housewives and senior families that don't want to take risks, and buying a NAVIDUL avoids bad results.

NAVIDUL 's claim is" you can't fool around with your choice of ham", and the best way to prove it is tasting. Salvame starts at 16h and ends at 20h; that means 4 "hungry hours" in which both the guest and the rest of the program team could try the freshly cut ham.

Creative Execution
Breikinruls included the world champion of Iberian ham cutting as a part of the program set, preparing the ham and cutting slices during the 4 hours of program. We customized him with brand logos, built a special ham table with big logos and made him offer dishes to everyone in the program. As the interviews and discussions of the program went on, they were all eating "jamon", showing with their gestures and expressions how great it was. In fact, they all asked for more when their dishes were empty.

The action ended with 200 iberian hams as a surprise gift for the audience in the show (Valued +-75€ each)

Results and Effectiveness
This year, NAVIDUL’s sales increased 4% vs 2009 in a very difficult year, as economic crisis has forced people to buy cheaper brands while they maintained prices. In a telephone poll held minutes later, people who remembered the action said that they'd buy a NAVIDUL ham index 161 vs people that didn't remember the show.