Campofrio Cooked Ham is Campofrio’s flagship product, which, even today, is still afforded the same manufacturing time as 40 years ago.

The Time Donors initiative turned the patient, precious minutes we invest in the queue at the deli counter to buy Campofrio ham into volunteer hours, in order to value the time, the dedication and the affection with which the Volunteers attend to those most in need, because time improves everything it touches. Thus, consumers of Campofrio could donate their waiting time to different social causes of the different participating NGOs.

More than 3,000 deli counters across Spain joined this initiative which also accepted participation via the web www.donantesdetiempo.com.

Given the current situation of both market and consumer, we had very clear objectives:

• To give new value to Campofrío’s flagship product and recognize the prominence it deserves by transmitting modernity to a life-long product sold in a traditional channel.

• To position it in the minds of consumers as one of the brand’s leading products.

• To secure customers’ loyalty so that they return to the same establishments and buy this product.

• To increase product sales of Campofrío cold cuts.

• To cause social awareness

More than 3,200 outlets nationwide were covered. Most selected outlets were establishments with a heavy consumer footfall.

We achieved more than one million direct impacts on consumers in the selected outlets and more than three million indirect impacts.

Implementing the donantesdetiempo.com initiative in selected outlets succeeded in influencing the consumer’s purchase decision.

We have managed to create satisfying experiences for customers.

Campofrío has positioned itself as a brand that supports social causes

The spot was viewed more than 80,000 times

The mobile app received more than 20,000 hits.

We collected thousands of hours for different projects selected by the NGOs taking part:

5,340 hours for the Red Cross (project to promote school success for children at risk of social exclusion)

48,400 hours for Development and Assistance Foundation (project for support of dependent elderly at home in socially vulnerable situations)...

For the development of this strategy, we were lucky to have the cooperation of four NGOs, Red Cross, AFAS, Development and Assistance and International Cooperation, who all helped with the project.

And to make this project more real, we took the TIME DONORS Turnomatic to more than 3,000 outlets. In the establishments we had different NGO partners who helped us record and collect the time consumers spent at the deli counter.

The whole strategy was supported by a mobile app, created to support the campaign and to make it easy for consumers to donate their time. All those who downloaded the application could donate their waiting time by uploading a photo of their sales receipt to the app.

The main feature of Campofrío Cooked Ham is that they still devote the same amount of time and use the same manufacturing process as 40 years ago, but over time Campofrío has identified several problems with this product:

The consumer perceives other brands in the same range to offer more natural products that do not use additives and employ a more artisanal manufacturing process

Today’s consumers tend to consume pre-packed products because they don’t have time to wait at the cooked meats counter.

With these two difficulties in mind,we based our strategy on reinforcing the main strength of this product,TIME.

We focused on the TIME concept because we realized that the things we really enjoy take time, because those things are made with care, to be savoured slowly, enjoyed thoroughly for all their nuances, and Campofrío ham is a ham to enjoy with all your senses.

We addressed consumers who know the difference between spending time and wasting time, they do not skimp on time when it comes to finding out, comparing, and making sure that what they choose is the best for them and their families.

We took this approach one step further, focusing on the time customers wait in line in charcuteries and cooked meat counters and for the first time we turned that “wasted” time into “time well used”. Thanks to this project, all Campofrío customers who bought our Cooked Ham could donate their waiting time to different social causes.