The nutritional table is one of the most recognizable elements of any food packaging. Central Lechera Asturiana has decided to appropriate its format to talk about information other than calories, fats or proteins: the origin of what we consume.
This is the approach of “Nutrinacionales”, the new brand campaign designed by Ogilvy Spain, which plays with a single word to transform traditional “nutritional” information into “nutritional” information. In the graphs, the usual labeling table incorporates other components that, according to the company, should also be taken into account when choosing a product: “cows from here”, “pastures from here”, “livestock families from here” and “made here”.

The campaign is based on the difficulty that may exist in interpreting the origin of some foods on a shelf with numerous alternatives. Concepts such as “origin”, “packaging”, “manufactured” or “distributed” can refer to different aspects of the same product and do not always allow the consumer to identify its origin at first glance. In the specific case of dairy products, Central Lechera Asturiana focuses on the indication “Origin of milk: Spain” as the information that allows us to identify that Spanish milk has been used.

A nutritional table to talk about what is behind the product

Creativity thus uses a code known to practically any consumer to introduce a second reading of the product. Instead of developing a specific format to explain provenance, Ogilvy makes the labeling language itself the central resource of the campaign.

“Consumers are increasingly interested in the products they choose and, for us, it is important to value the origin, something that has always been part of Central Lechera Asturiana”explains Juan Povedano, Director of Marketing and R&D&i at Central Lechera Asturiana.
The person in charge points out that the intention is to make more visible what exists behind the milk and help better interpret the information available on the packaging. “It is also a way to support the Spanish primary sector, in our case, the Asturian livestock farmers who are part of our cooperative”he adds.

For Santiago Fiz, Creative Art Director at Ogilvy Spain, the proposal begins precisely with finding a different reading for something that is already present in the consumer’s daily life. “There is no need to invent something new, but simply look at what we all already know from another perspective”he points out. “With this action we wanted to achieve precisely that, use something as everyday as a label to put on the table an issue that we consider important, where everything we consume comes from, and do it in a striking way and capable of reaching the public”explains Fiz.

“Nutrinacional” allows Central Lechera Asturiana to place origin as an attribute around which to build brand differentiation.
The initiative began to be deployed on September 1 and has a presence abroad and in the press. WPP Media is the responsible media agency.