Campofrío pays tribute to the way Spanish people enjoy themselves, with a very moving spot that touches the hearts of millions of families. With the help of Alex de la Iglesia and of the maestro Gila we managed to collect many of the most relevant faces in Spanish humour for a good cause: to give Spaniards a message of encouragement in these hard times of crisis.

Campofrío pays tribute to the way Spanish people enjoy themselves, with a very moving spot that touches the hearts of millions of families.With the help of Alex de la Iglesia and of the maestro Gila we managed to collect many of the most relevant faces in Spanish humour for a good cause: to give Spaniards a message of encouragement in these hard times of crisis.

SALES RESULTS: Sales in total category tinned meat products.Campofrío shows growth well above the meat products market average 5% vs 1.1% (Source: Nielsen).COMMUNICATION AND MEDIA RESULTS: Advertising awareness:Peak awareness, obtaining the brand’s highest rating in 2011 according to IOPE: 33.19% Maximum reach by optimising/planning the media budget:The rigorous planning enabled us to be the only brand that appeared on two different channels, La Sexta and A3, just before midnight on New Year’s Eve 2011, achieving 2.7% and 6.8% recall respectively, becoming the second most recalled commercial.