In March 2025, Juan Roig, President of Mercadona, released a prediction about how the consumption habits of Spaniards would change in the coming decades: “In 2050, kitchens will disappear”. A statement that pointed to the growing prominence of prepared food and that now, more than a year later, has found a response from the home appliance industry.

Teka has decided to pick up the gauntlet and defend precisely that which is predicted to disappear. It does so with “Long live the kitchens”, a campaign created by Havas Creative Spain that vindicates the kitchen as one of the most important spaces in domestic life, beyond its function to prepare food. The initiative is launched nationwide and is part of the communication strategy of Teka, a brand belonging to the Midea group.

“In the face of those who predict its end, we say loud and clear: long live kitchens”says the agency when presenting the work, the first it has developed for the brand.

A speech in defense of the most vivid space in the house

The campaign adopts the tone of a harangue to vindicate the role of kitchens in homes. Faced with a vision of the future in which preparing food would cease to be a daily activity, Teka places the value of this space in everything that happens around it.

The proposal is based on a relevant distinction for the brand, and that is that the kitchen is not only the place where food is prepared, but also a space for coexistence and relationships between people. It is the scene of recipes passed from generation to generation, family conversations, improvised celebrations and shared learning. From this perspective, the possible transformation of eating habits does not necessarily imply that their importance within the home disappears. Thus, “Long live kitchens” functions as a declaration of principles about the role that Teka wants to attribute to the kitchen in everyday life.

“It is becoming normal for kitchens to lose weight inside the house, but this space is vital, especially in a country like ours. ‘Long live the kitchens’ is a platform that was created to defend our way of living and Teka’s business,” explain José Izaguirre and Félix Carral, Executive Creative Directors of Havas Creative.

The campaign finds its origin in statements made by Juan Roig in March 2025. The President of Mercadona then anticipated a scenario in which domestic food preparation would lose prominence, in line with the evolution of purchasing habits and the development of prepared food solutions.

Teka uses this forecast as a counterpoint to build its advertising message. The brand thus takes advantage of another’s statement to position itself in a conversation about the future of homes, establishing a direct relationship between the debate and its own activity.

The claim is also linked to the evolution of the Teka catalogue. The company, which has a century-old history and has developed a good part of its activity around built-in appliances, is expanding its offer with new free-standing lines and coffee machines.
“This campaign makes a lot of sense for Teka because, since 1924, we have been part of the moments that matter in Spanish homes. For decades we have done so through our built-in appliances and today we expand that proposal with new free-installation lines and coffee machines, reinforcing our commitment to making the daily lives of people in the heart of the home easier and better”says Belén Martínez Raimundo, Head of Marketing at Teka.

The campaign will also have a commercial aspect, with eight featured products: four free-to-install references and four integration ones. Each one will have specific communication to highlight its characteristics and innovations. In this way, defending the role of kitchens is directly linked to the company’s appliance offering.

“Long live the kitchens” is the first work of Havas Creative Spain for Teka. The audiovisual production was carried out by Be Sweet Films.

The campaign will be deployed starting October 27 through an integrated strategy that includes television, connected television, online video, search engines, social networks and collaborations with content creators.

The project has had the coordinated participation of three agencies of the Havas group. Havas Creative has developed the creative strategy and campaign concept; Havas Media has been responsible for media planning and strategy; and Havas Play has designed the amplification and content actions, with special attention to conversation and participation in digital environments.

With this combination of channels, Teka seeks to reach audiences with different profiles and extend the message beyond the audiovisual piece, reinforcing both the notoriety of the brand and its connection with the habits and experiences that develop in the home.