Original Title: La Batalla Continúa
Agency: Grupo Gallegos
CEO and Founder: John Gallegos
Co-President and Chief Creative Officer: Dave Damman
Executive Creative Director: Sebastian Garin
Director of Brand Activation: Luis Camano
Art Director: Jose Netto
Chief Marketing Officer: Jennifer Mull
Brand Activation Account Director: Lindsay Reilly
Management Supervisor: Audrey Marie Vidal
Director, Broadcast Production: Carlos Barciela
Director of Social Media: Aldo Chuc
Digital Producer: Josh Kellman
Co-President and Chief Strategy & Engagement Officer: Andrew Delbridge
Sr. Account Planner: Jasmin Esquivel
Description:
In its latest campaigns, the California Milk Processor Board (got milk?/toma leche) has dared consumers to try new pairings with milk. While the holidays are full of traditions, it also gave its agency Grupo Gallegos the license to introduce a new pairing into the conversation – one that isn’t as expected when it comes to the holidays. Through a partnership with Bimbo, the global manufacturer of bakery items including its beloved pound cake (or “panqué” in Spanish), Grupo Gallegos paired milk with panqué – removing the Christmas tradition of gingerbread cookies.
In a new social media campaign created by independent creative agency Grupo Gallegos, this new paring takes gingerbread cookies by surprise and understandably create some jealousy toward panqué. The #PanqueYLeche (Pound Cake And Milk) campaign tells the story of how the gingerbread men feel, and how they’re going to do everything possible to stop this great threat. The gingerbread men even call Santa to put a stop to it, but Santa tries Bimbo panqué with milk and is delighted by how delicious the pairing is – much to the dismay of the very animated gingerbread men.
The spots are running on California Milk Processor Board’s “toma leche” social media platforms targeting Hispanic consumers. The campaign is also being supported with digital advertising, as well as experiential events, including samplings of milk with Bimbo panqué at more than 200 independent grocers throughout California.