For the García Millán brand of gazpachos and salmorejos, the term “gazpachito” falls short of defining both an emblematic recipe of Spanish gastronomy and its product. For this reason, in its new advertising campaign, it proposes to society the use of the concept “gazpachazo”.
The campaign pays tribute to gazpacho and highlights the brand’s product
The newly coined word stars in the strategy devised by Joseba and Galindo, the first one worked on for García Millán after winning the contest held at the end of last year. It presents an adjective with more power and impact, with the ability to truly pay tribute to the flavor, naturalness and homemade preparation of the brand’s gazpacho; as well as conveying a sensation, that of discovering that the usual tastes better than ever.
It materializes in an advertisement that begins with an everyday scene in which someone offers “a gazpachito” and is quickly corrected by another person. A visual journey then begins, with a hyperbolic character and humorous tone, which shows various representations of the term and reflects García Millán’s passion for the product: from a Hollywood-style poster, to a tattoo on the chest or a hot air balloon in the shape of a gazpacho bottle.
The images, many of them created with artificial intelligence, seek to claim quality, fresh local ingredients and respect for the brand’s traditional gazpacho recipe.
The production is by Jakiens.
“If a gazpacho is made daily with fresh, local ingredients, following the process of washing, cutting and grinding, and maintaining all its freshness, nutrients and flavor… it is not a gazpachito. It’s a Gazpachazo”; commented the brand through LinkedIn.
It also ensures that the campaign is a commitment to continue innovating from tradition, to reinforce its positioning in the category and highlight its differentiation. The campaign also expands efforts to build an increasingly closer and recognizable brand, as well as connect with customers and new consumers.
The campaign has media planning by Arena Media and Proximia and will be executed on television, radio, social platforms and outdoor advertising. What’s more, this medium was the protagonist in the first phase of the campaign, activated during the April Fair in Seville.
