Campofrio: COMEDIANS

Credits & Description:

Category: Crisis and Issue Management

Advertiser: CAMPOFRIO

Product/Service: CAMPOFRIO

Agency: McCANN ERICKSON SPAIN

Agency: MOMENTUM WORLDWIDE SPAIN

Chief Creative Executive: Leandro Raposo (McCann Madrid)

Executive Creative Director: Monica Moro (McCann Madrid)

Executive Creative Director: Pablo Colonnese (McCann Madrid)

Copywriter: Leandro Raposo (McCann Madrid)

Copywriter: Monica Moro (McCann Madrid)

Art Director: Raquel Martinez (McCann Madrid)

Production Manager: Josep Roure (McCann Madrid)

Producer: Alba Riart (McCann Madrid)

Account Executive: Jesus Martinez Soria (McCann Madrid)

Media placement: . - . - .



Summary of the Campaign

Campofrío pays tribute to the way Spanish people enjoy themselves, with a very moving spot that touches the hearts of millions of families.



With the help of Alex de la Iglesia and of the maestro Gila we managed to collect many of the most relevant faces in Spanish humour for a good cause: to give Spaniards a message of encouragement in these hard times of crisis.



The Situation

Campofrío tries to stay close to the consumer in times of crisis:

- maintaining the brand values

- selling the same familiar products at more affordable prices

- launching relevant innovation

- with very emotional communication that connects with everyone.



The Goal

MARKETING OBJECTIVES:

- To attract new households without losing our regular consumers

COMMUNICATION OBJECTIVES:

- To raise advertising awareness, to 28% (IOPE) (maximum reached in 2011: 27%) and achieve high campaign impact.

- To achieve maximum reach by optimising/planning the media budget.

- To generate the utmost impact in terms of buzz, going beyond the TV format and beyond the advertising content on TV.

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



The Strategy

Campofrío tries to stay close to the consumer in times of crisis:

- maintaining the brand values

- selling the same familiar products at more affordable prices

- launching relevant innovation

- with very emotional communication that connects with everyone.



Execution

Campofrío pays tribute to the way Spanish people enjoy themselves, with a very moving spot that touches the hearts of millions of families.



With the help of Alex de la Iglesia and of the maestro Gila we managed to collect many of the most relevant faces in Spanish humour for a good cause: to give Spaniards a message of encouragement in these hard times of crisis.



Documented Results

SALES RESULTS:



Sales in total category tinned meat products.

Campofrío shows growth well above the meat products market average 5% vs 1.1% (Source: Nielsen).



COMMUNICATION AND MEDIA RESULTS:



Advertising awareness:

Peak awareness, obtaining the brand’s highest rating in 2011 according to IOPE: 33.19%

Maximum reach by optimising/planning the media budget:

The rigorous planning enabled us to be the only brand that appeared on two different channels, La Sexta and A3, just before midnight on New Year’s Eve 2011, achieving 2.7% and 6.8% recall respectively, becoming the second most recalled commercial.