Last March, Vicky Foods, owner of the Dulcesol pastry brand, acquired Panrico from Adam Foods, both in Spain and Portugal, to boost its growth in the bread category. Now, months after the operation, it is launching the advertising campaign “Good things always happen between two good things”, developed together with Hamlet Strategic Makers, to relaunch the brand and highlight its presence on the shelves.
With it, Panrico begins a new stage defined by the launch of new products and a proposal focused on quality, naturalness and the vindication of bread as one of the essential elements of the Mediterranean diet and the culture of our country. In addition to being part of breakfasts, lunches and dinners, bread is also present in numerous moments of meeting and enjoyment.
Panrico’s ad, produced by We Are CP, addresses this double dimension, food and emotional, of the message by illustrating different situations of coexistence: a child between his parents, family events or meetings between friends. With this, it establishes a visual and narrative link between the product and what happens around it and the universe of bread: what is between two slices.
The campaign elevates the brand’s discourse, which now transcends the presentation of bread as food, to make it part of shared experiences. With this, the brand opens a territory linked to the closeness and magic of everyday moments, without compromising a direct connection with the product category.
The audiovisual piece will be broadcast nationally for a month, with presence in traditional media, YouTube and streaming platforms. It is accompanied by a graphic that highlights the preparation of bread without preservatives or colorings, which seeks to highlight the role of the product in a balanced diet and to consumers who increasingly pay more attention to the ingredients.
In this sense, as the brand points out in a statement, the new stage is accompanied by the reactivation of its social networks, where it will give space to messages focused on healthy eating, well-being and fitness; and new habits and ways of living.
