Campaign details
Brand: PescanovaAgency: Lola MullenloweCountry: Spain
Objectives
Brand Metrics
Reach & Earned Media
Reach: We wanted to reach at least 5 million of the 15 million households in Spain taking into account that most Christmas dinners in Spain have members of several households in them.
Earned Media: We wanted to improve the 350,000 Euros in earned media we achieved with 2017's campaign.
Consumer Behavior
Attitude: We wanted to change the way people shop for prawns.
From: "at first glance, prawns are all the same, I buy the one the fishmonger recommends"
To: "I know...