McCann Spain and Campofrío Give Classic Rural Items a High-Tech Upgrade
Campofrio, Europe's leading company for meat products, launches the ‘Clásicos Actualizados’ (Updated Classics) campaign, created by McCann Spain, to present its new snack brand Snack´in.
With this campaign, Campofrío updates traditional cold meats by proposing a new way of consuming them, wherever and whenever we want, by renovating the most traditional products into the newest, thanks to innovative packaging and design.
Under the heading “the result of combining the traditional and the modern”, the brand had modernised typical objects from traditional Spanish culture, turning them into technological gadgets.
The campaign emphasises the snacking and proposes an updated, simple and practical presentation of the traditional snacks: If a sausage can be eaten "on the go", then a beret can have a Wi-Fi connection. That's why, to launch this campaign it was necessary to bring to life the spot's "updated classics", hence a Wi-Fi beret, a espadrille connected to the cloud and a speaker botijo were created.
The campaign launched on social networks to subsequently jump onto television weeks later. And throughout July the three real gadgets were promoted, raffling them off to consumers who had participated in the contest.
In order to conclude the campaign, users were asked to suggest their own ideal “updated classic”. Out of all the suggestions, the Sevillian cam, the selfie garrote (cane) and the USB hair comb were shortlisted. The last of these three turned out to be the contest-winning object, which is currently being produced and will be raffled off to one of the users on Campofrío's Facebook page.
