THE BRIEF: Reale Seguros current sponsorship deal has been closed for another season along with real Sociedad Football Club. For this renewal, the sponsor offered free hot dogs

to its fans every time the team scored three goals playing at their stadium.

Request was quite simple : do “something” to be top of mind at a local level and generate brand awareness.

THE PROBLEM: hot dogs are served with ketchup. And ketchup is red. A small issue taking into account red is the color which belongs to our historical rival: Athletic de Bilbao. So Real Sociedad supporters deserved a sauce to be proud of and to be comfortable with. Something aligned with their taste and feeling.

THE IDEA: A ketchup for soccer fans who hate RED colour.

Colors in football are taken seriously. And so we take it ourselves. We decided to change the color of the World’s most recognized sauce and give it to just a “few” thousands of blue fans. We contact with a chef who mixed some ingredients with the best feeling and result was: “Ketxurdin, the first and unique sauce that supports and feel a football club’s color like another fan”.

We approached our target audience, football fans, with one of the most important thing for them, their team's colours. And we approached them at one of the most sensible moments of the week, before the match, where everybody is wearing these colours. This way we transformed a simple sponsorship event, into a brand experience action where fans engaged to celebrate their team's colours. We literally managed to put our brand in our supporters' mouth.

We converted 3 events of 200 m2 each that took place outside the stadium in events of over 30,000 attendants inside the stadium.

We also gained Reale supporters by putting this blue and delicious brand in the mouths of over 100,000 supporters.

La Real scored 31 goals since the campaign was launched. 23% more than last year.

La Real has become the first and only football team in the world to have its own ketchup, personalized with its team’s color.

Reale has become the first sponsor that doesn’t stain without a cause.