Category: Best Localised Campaign
Advertiser: CAMPOFRIO
Product/Service: CAMPOFRIO
Agency: McCANN ERICKSON SPAIN
Agency: MRM WORLDWIDE
Agency: MOMENTUM
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)
Copywriter: Miguel Gila (McCann Madrid)
Art Director: Raquel Martinez (McCann Madrid)
Production Manager: Josep Roure (McCann Madrid)
Producer: Alba Riart (McCann Madrid)
Account Manager: Jesus Martinez Soria (McCann Madrid)
Media placement: . - , - .
Insights, Strategy & the Idea
OBJECTIVES:
- To attract new households without losing our regular consumers
- 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.
TARGET:
- Consumed by all members of the family
- The main buyer is the housewife
- Middle- to upper-middle class
- Campofrío is consumers’ preferred brand
Creative 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.
Results and Effectiveness
SALES RESULTS:
Sales in total category of 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 2 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.