The ice cream brand La Menorquina has subjected the members of its research and development team to what it describes as “extreme teambuilding“with the intention of reviving a supposed secret project of its founder. And it has captured all of this, in a humorous and entertaining way, in its new advertising campaign for this summer.
The company proposes a fictional reality show in which its professionals compete to make an idea of businessman Fernando Sintes come true, who started La Menorquina in 1940 when he opened his first factory in Alaior (Menorca). As shown in the campaign trailer, the objective is to create “the ice cream boat”.
“Helados aflota”, developed together with the Turbo agency, is presented as if it were a television contest, in the style of “Forged in Fire” or “Masters of Sewing”. According to the video, the company’s team will have to launch boat designs inspired by some of the most iconic ice creams that are part of La Menorquina’s catalogue, including its heart-shaped Gerds chocolate; or the iconic frozen lemon.
The miniseries, which will premiere on July 22, as the brand has announced, will subject the company’s innovation professionals to different tests. The trailer shows a person doing archery and others testing the resistance or flotation of the created boats. As confirmed by La Menorquina to reason.Why“Helados aflota” will consist of four installments and at its end will resolve the narrative around the founder’s supposed secret project.
The campaign seeks to convey La Menorquina’s commitment to innovation in the context of the relaunch of the brand and the renewal of its catalogue. “We are re-explaining who we are and what we do, especially to a new generation of consumers”, comments Enric Costa Llonch, Chief Marketing Officer of La Menorquina Farggi, in conversation with reason.Why. ““We need a contemporary way of doing it, building a narrative so that people want to see us, but at the same time, conveying the relevant and important messages of the brand”.
The campaign communicates the positioning of La Menorquina in the artisanal and local
The manager points out that the campaigns seek notoriety, but also communicate the values of La Menorquina, among them, a philosophy focused on quality, craftsmanship and local origin; as well as a constant look to the future. That is why it focuses on social media as a lever to connect with young people and collect their codes and languages to boost relevance.
“Helados aflota” continues working on brand repositioning, but proposes a new story for this summer. “We have accepted a risk: not extending last summer’s super-successful campaign. Because? Well, because inventing is an essential part of La Menorquina’s DNA. And because we believe that this is not about advertising success for advertising success“, commented Enric Costa, through LinkedIn. “Because we believe that it is about everyone knowing who we are, how we make ice cream, how we think, what we are committed to. Let’s hope that the risk is rewarded, because we don’t know how to be any other way. Nor do we want to be“.
Costa alludes to “Creative Consulting”, the campaign designed by the Turbo agency and launched last year to promote the company’s ice creams and reposition the brand in the category. It took as a reference the dynamics of current marketing and reinterpreted them with irony, humor and entertainment in a miniseries in format mockumentary.
“The temptation would be to have continued with what we did last year and which was so successful, but in my opinion that is precisely the best way for it not to work.”assures the Marketing Director of La Menorquina to this medium. “We need the surprise effect to overcome advertising saturation. If we want to project that we are a brand with imagination, innovative, we cannot do the same”.
That campaign was the starting point of a new communication strategy for La Menorquina that in recent months has also been expanded with the viral campaign around Punky, vanilla ice cream served in toucan-shaped packaging that became popular during the 90s. In April of this year La Menorquina announced that the product was leaving its catalog supposedly due to changes in consumer habits and a drop in demand; but it built a content strategy that called for the return of ice cream and that served, precisely, to communicate the update of the catalog.
The relaunch strategy of La Menorquina, as its managers explain to this medium, is generating a positive impact. They explain that they closed the 2025 financial year with 131 million euros in turnover and predict double-digit growth for this year. Furthermore, in qualitative terms, they point out that it is helping to rejuvenate and differentiate the brand.
