Faced with the constant proliferation of launches that promise to reinvent food, Central Lechera Asturiana opts for a deliberately countercultural reading: true innovation, the brand maintains, consists of continuing to do things as always. Under the motto “our innovation is to continue being natural”the company launches the “Innovations” campaign, a proposal that uses irony to highlight an attribute that is increasingly less common in the food industry: the absence of artificial additives.
The campaign, developed together with Ogilvy Spain, relies on a humorous tone to present everyday products such as milk, butter or cream as if they were great advances. Concepts such as “milk flavored milk”, “butter flavored butter” or “cream flavored cream” function as narrative resources to put the focus on what is essential: recognizable ingredients, simple processes and a proposal that does not require makeup.
According to Juan Povedano, Marketing Director at Central Lechera Asturiana, the approach responds to the conviction that “Innovation is not about adding more things, but about respecting what is essential. We make natural products, without artificial additives, and we show it clearly on our labels, putting the ingredients in front and in large sizes so that they look good”he explains.
The campaign will be deployed on television, digital, outdoor, press and social networks, and places cows and ranchers as the engines of this “technology” that the brand claims as ancestral. The message is reinforced visually and narratively with a commitment to transparency, both in the story and in the design of the packaging.
From the creative team, Nacho Monter, from Ogilvy Madrid, points out that irony is key to connecting with today’s consumer. “We have become accustomed to not understanding labels, to impossible flavors and to a false idea of innovation. We wanted to point out that, today, being natural is almost groundbreaking”he states. Along the same lines, Santiago Fiz, Art Director at Ogilvy Madrid, emphasizes that humor allows us to highlight the paradox that maintaining what is natural is perceived as something new, transferring that contradiction also to the visual plane.
With “Innovations”, Central Lechera Asturiana reinforces a positioning based on trust, tradition and coherence, adapting its discourse to the language of the contemporary consumer. The campaign thus communicates that a recipe based on simplicity can be the most differential proposal.
