Advertiser: Campofrío
Brand: Campofrío
Agency: McCann Erickson Madrid
Country: Spain

Objectives

Can a cold meat brand turn into a citizen brand, relevant to society?

So, can a sliced turkey brand change 120 years of Spanish culture and relieve Spanish women of decades of accrued burden and guilt? Well, maybe not altogether. But you might be amazed at what the combination of delicious cold meat and an enlightened brand strategy can achieve…

Let's start from the beginning.

The social situation of Spanish women hasn't been a bed of roses. From the old-fashioned last years of the 19th century to the crazy 80s, Spanish women essentially fulfilled the role of 'the angel of the house' and 'the perfect wife'. With the hard-fought arrival of women at university and in the workplace, new social and professional roles were taken on without leaving the old ones behind, becoming 'multitask women' that had to cover it all flawlessly and without complaint. The 1990s and the first decade of the new millennium continues to add burdens of responsibility and imposed roles, creating the 'superwoman', capable of the same professional achievements as men, but at the same time, beautiful, flawless, and as if that weren't enough, happy.