Campofrio: Ashes [video] [spanish]

Credits & Description:

Título: Incendio fábrica La Bureba
Advertiser: CAMPOFRIO
Agency: McCANN MADRID
Geo: Spain
Postproduction Manager: Guillermo Arce (La Joya)
Producers: Guzman Molin Pradel (Los Producers)
Executive Creative Directors: Jon Lavin (McCann Madrid)
Production Company: La Joya (La Joya)
Chief Creative Officer: Monica Moro (McCann Madrid)
Producer: Pedro Miguel Alarcon (La Joya)
Account Managers: Veronica Fiz (McCann Madrid)
Post Production: Wework (Wework)
Post Production/Editor: Esther Cardenal (La Joya)
Production Manager: Jaime Turnes (La Joya)
Account Managers: Javier Gonzalo (McCann Madrid)
Account Director: Jesus Martinez Soria (McCann Madrid)
Copywriter: Jon Lavin (McCann Madrid)
General Director: Maripaz Lara (La Joya)
Producers: Martin Beilin (Los Producers)
Director: Pedro Lazaga (La Joya)
Art Director: Rafa Quilez (Mcccann Madrid)
Executive Creative Directors: Raquel Martinez (McCann Madrid)
Executive Producer: Sara Hernandez (La Joya)
Description of the Project:
In recent years, Campofrío has won over consumers with its now traditional Christmas campaign.
Supporting them in their everyday problems and encouraging them to continue to maintain that spirit that characterizes Spaniards: 'Let nothing and no one deprive us of our way of enjoying life.'
In 2014, Campofrío had the same request, to make a very Spanish campaign, very brand-centric, about how proud we are to be who we are. The campaign was ready to air, but then, on 16th November, something no one expected happened.
The Situation
Campofrío faced the biggest crisis a company can face: 981 families without their jobs as well as many indirect jobs . The company would have production problems and stocks would not last long, meaning the loss of leadership on supermarket shelves.
Any decision taken in haste could sink the company; Campofrío had to move forward to once again
become the leader in the sector. It had to rise from its ashes.
A crisis cabinet was created and campaigns were produced with the aim of relieving the workers' desolation, assuaging the authorities' concern and boosting consumer support.
The Goal
To recover our 2014 market position and share.
We were in the middle of a crisis and we had to:
- Raise brand awareness.
- Strengthen loyalty in the distribution channels by reaffirming the brand's role and attitude as a leader in the sector. We were going to lose references and facing on the shelves so distribution could be left with no doubt as to our ability to pull through.
- Raise the consumer's identification with the brand, enhancing brand appeal and perceived leadership and closeness.
Strategy and Targeting
The main factor in the success of this campaign was perhaps that they were the first strategic decisions taken.
The city of Burgos installed a banner on the city hall facade: 'Burgos con Campofrío,' so we decided to return the gesture: 'Campofrío con Burgos'.
We started getting messages of support from all over, and we answered them all: one by one.
Based on this, we made the following decisions:
- Campofrio decided to raise the company again in Burgos and take back their workers. We had to reflect that courageous commitment on behalf of the company.
- We could not afford to lose brand awareness. We had to make courageous campaigns, reflecting the company's firm commitment.