Title	UPDATED CLASSICS
Brand	CAMPOFRÍO
Product/Service	SNACK´IN CAMPOFRÍO
Category	G04. Social Behaviour & Cultural Insight
Entrant	McCANN SPAIN Madrid, SPAIN
Idea Creation	McCANN SPAIN Madrid, SPAIN
Production	GARAGE FILMS Madrid, SPAIN

Name	Company	Position
Mónica Moro	McCann	Chief Creative Officer
Raquel Martínez, Jon Lavín .	McCann	Executive Creative Directors
Mónica Moro, Jon Lavín .	McCann	Copywriters
Héctor Losa, Lorena Álvarez .	McCann	Art Directors
Enrique Moreno	McCann	Technical Director
Jesús Martínez Soria, Javier Gonzalo Gorostiza, María Vázquez .	McCann	Account Team
Juanma Ramírez, Carito Kanashiro .	McCann	Planning team
Mercedes García Parreño	McCann	Agency Producer
Álex Rodríguez	Garage Films	Film Director
Luís Guijarro	Garage Films	DOP Lighting Cameraman
Rafa Reboll, Alejandra Arróspide .	Garage Films	Producers

Why is this work relevant for Direct?

To reach the younger audience, we modernize our products with a new pack to eat on the go, Snackin. And to make them known, we decided to modernize other traditional objects of our longlife culture. We created a botijo speaker, a espadrille cloud and a wifi beret. We sent these products to journalists and influencers and the young consumers participated in a promo to win them through social media. We also received hundreds of interesting proposals for more Updated classics, like a USB back comb, ready for this year. Snackin growth was 40% in sales.

Background

CAMPOFRÍO IS A BRAND OF FUET, CHORIZO, CECINA…THE TRADITIONAL CURED MEAT THAT GRANDPARENTS IN VILLAGES EAT. BUT WE WANT TO REACH YOUNG PEOPLE. YES. THE ONES WHO LOOK AT TRADITIONS AND THE VILLAGE LIKE COWS WATCHING A TRAIN GO BY, SO WE MADE A MORE MODERN FORMAT. AND TO MAKE ALL THOSE YOUNGSTERS AWARE, WE ALSO MODERNIZED SOME OTHER VILLAGE TRADITIONS. INTRODUCING SNACK´IN : UPDATED CLASSICS. CLASSIC OBJECTS TO WHICH WE’VE ADDED THE LATEST TECHNOLOGY.

Describe the creative idea (30% of vote)

Campofrio launches a campaign to launch its new brand Snack ' in. Snack ' in updates classic cold cuts and proposes a new way of eating them in a new format: for snacking wherever and whenever you want: the most traditional is now more modern than ever.

Describe the strategy (20% of vote)

Under the slogan "The result of uniting traditional and modern" , we created a limited series of objects that are classics in our country's culture, but updated: botijo speaker (a traditional water jug with speaker), boina wifi (a beret with wifi) and alpargatas cloud (espadrilles with cloud memory). Our gadgets became real objects and were very sought after that we gave away on social media and invited users to choose a new gadget that we would also give away.The winner: A hair comb USB.

Describe the execution (20% of vote)

The objects we created were the earthenware pitcher speaker, with a speaker and Bluetooth to listen to your favourite music and even make calls. It also had a compartment for 1.5 litres of water. The Cloud Espadrilles, the typical espadrilles that you’ve seen all your life but with 16GB in the soles where you can store videos, songs, data … And the WI-FI Beret,

List the results (30% of vote)

24 million online views 96% positive sentiment 45 K interactions on social media +25% sales increase

Please tell us about the social behaviour and / or cultural insights that inspired your campaign

Joining traditional with modern: Campofrio is a cold cuts brand, the cold cuts that the grandparents in villages have been eating their whole life. But the brand wanted to reach younger people, the ones who look at villages like cows that stare at trains, so a more modern format was created. And so that everyone heard about it we modernised a few village traditions. That was how we created Updated classics for Snack’in. Traditional objects from Spanish culture to which we added the technology they use the most.