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.

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.