Changing tail to go through the box before the box or search the product with the farthest expiration are some acts that give away consumer mischief. Fresco acts, according to the new campaign of Bmwith which the Spanish brand intends to strengthen its positioning as the reference supermarket for fresh products.
The brand continues to reinforce its positioning under the concept “very fresh, very ours”
He does it at the rhythm of the song “Nice” of Syrup of Paloin a campaign designed by the Creative Agency McCann, which puts all clients of the supermarket to dance while letting out their freshest character. Bm He turns to humor to value your competitive advantage under the phrase “very fresh, very our”, Which has already articulated other activations of the brand with the same objective in the last three years.
The main spot, with CRAFT production, recovers the ATM protagonist of his last campaign, and makes it a singer to show the small acts of client daring In the supermarket. BM replaces the “Nice, everything seems beautiful to me“From syrup of Palo, for”fresh, everything seems very fresh”, To flirt The Jingle to the brand message in a proposal that aspires to generate memory.
The campaign is active since April 8 on television and digital media. BM, in addition, will adapt it for its social media profiles and with an external advertising campaign. The pieces of the latter, according to the agency in a statement, follow the same character of the spot “portraying all these characters hunted at that time: a cartoon of that moment that we have all lived”
The fresh concept
BM has already used the concept “very fresh, very our”On other occasions. In 2023 he used it to highlight his offer of both fish and meatsin different spots that maintained the same coherence of style using humor. In addition, he recovered it during the past Christmas, with the phrase “The kings are the frescoes”
On the other hand, last summer the chain took advantage of the conversation generated around the trend of go to Mercadonawith an external advertising campaign that claimed the availability at all hours of fresh products in their premises. McCann’s idea linked the “Fresh merchandise” With the potential leagues, and took him to large tarps placed in the center of Madrid.
