Title	ASHES
Brand	CAMPOFRÍO
Product/Service	CAMPOFRÍO
Category	A04. Crisis Communications & Issue Management
Entrant Company	McCANN MADRID, SPAIN
Advertising Agency	McCANN MADRID, SPAIN
Production Company	LA JOYA PRODUCCIONES Madrid, SPAIN

Name	Company	Position
Mónica Moro	Mccann Madrid	Chief Creative Officer
Raquel Martínez/Jon Lavín	Mccann Madrid	Executive Creative Directors
Rafael Quílez	Mccann Madrid	Art Director
Jon Lavín	Mccann Madrid	Copywriter
Jesús Martínez Soria	Mccann Madrid	Account Director
Javier Gonzalo/Veronica Fiz	Mccann Madrid	Account Manager
Martín Beilin/Guzmán Molin Pradel	Mccann Madrid	Agency Producers
Pedro Lazaga	La Joya	Director
Pedro Lazaga	La Joya	Director
Maripaz Lara	La Joya	General Director Of Production Company
Maripaz Lara	La Joya	General Director Of Production Company
Sara Hernandez	La Joya	Executive Producer
Sara Hernandez	La Joya	Executive Producer
Guillermo Arce	La Joya	Postproduction Manager
Guillermo Arce	La Joya	Postproduction Manager
Pedro Miguel Alarcon	La Joya	Producer
Pedro Miguel Alarcon	La Joya	Producer
Jaime Turnes	La Joya	Production Manager
Jaime Turnes	La Joya	Production Manager
Esther Cardenal	La Joya	Post Production/Editor

The Campaign

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 how 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 Brief

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 in 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.

Execution

Ashes closes the crisis actions taken by Campofrio. It invites workers to join the new factory with everyone's support and the ashes of the previous factory give it an 'indestructible' nature.

Involving the Campofrio workers in the 'new' company effort has taught us several things. We have learned that we are not alone. We have learned to be consistent in our positioning, to praise the courageous commitment of the company; but above all we have learned that it is possible to create a brand which is proofed against any type of crisis.

The Strategy

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 took 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.