Navidul is a brand of cured serrano ham which, through humour and the claim “The thing you can’t resist”, works on the concept of irresistibility.

For Spaniards, ham is the most and desired food item, a product which is very difficult to find outside Spain and which everyone misses desperately when they are abroad. This is so much the case that it is common practice to bring along some ham as a gift when visiting friends who live in another country.

At Navidul we wanted to celebrate Mother’s Day in our own way.

Put a group of expatriate Spaniards to the test and find out whether they preferred serrano ham to spending a day with their mothers.

HOW WE DID IT:

A week before Mother’s Day, we made real telephone calls to our victims that we recorded without them knowing it. We explained that they had to choose between two possible prizes:

1) To have their mother flown over to the city where they lived so that they could spend Mother’s Day together.

2) To have only their mother’s suitcase sent over, but filled with ham.

Once the calls were made, we broadcast them on the radio.

HOW WE DID IT:

A week before Mother’s Day, we made real telephone calls to our victims that we recorded without them knowing it. We explained that they had to choose between two possible prizes:

1) To have their mother flown over to the city where they lived so that they could spend Mother’s Day together.

2) To have only their mother’s suitcase sent over, but filled with ham.

Once the calls were made, we broadcast them on the radio.