The own brand of supermarkets has gained ground in recent years due, mainly, to an economic context marked by the high cost of living. Not only have they grown among consumers looking for savings, but some have developed their own community of fans. It’s what Eroski has called “Marcapropistas” in its new advertising campaign.

With a homonymous title and designed by the agency Shernan Creative Collective, The campaign aims to celebrate the consumer confidence in the supermarket’s proposalas well as highlighting the low prices and the ability to save that it offers, precisely in the face of the January slope. The company seeks to build community and reinforce the feeling of belonging of its customers.

He does it by betting on humor and relying on some visual codes more typical of fashion than retail, based on a powerful aesthetic and the power of photographic portraiture. Thus, it shows different profiles of consumers posing glamorously on the shelves of a supermarket with some featured products, and conveys the message that if a brand has brand owners, a own brand has “brand owners.”

“At Eroski, we believe that our own brand is not only a rationally intelligent choice, but also a decision that connects with our emotions.“, explained Ainhoa ​​Oyarbide, Brand Director of Eroski, in a statement. “By offering quality products at affordable prices, we contribute to creating moments of happiness and satisfaction in the daily lives of our clientele.“.

“We wanted to take EROSKI’s own brand to the next level, connecting not only through reason, but also through emotion. We are proud of this campaign that celebrates the satisfaction of choosing quality products at a fair price“; expressed, for his part, Santi Hernández, Creative and Strategic Manager of Shernan Creative Collective.

The campaign will have activations on television, outdoor advertising, social networks and digital media, following the strategy established by the agency Dentsu. It will also have special actions and executions at the point of sale.

Technical sheet

• Title: Marcapropistas
• Advertiser: Eroski
  • Advertiser Team: Ainhoa ​​Oyarbide, Cecilia Palomino, Miren Agurne Zubiaga, Inés Lafuente
• Agency: Shernan Creative Collective
  • Creative Team: Santi Hernández, Luis Villanueva, Ane Muñoz, Marta Tejeira, Idoia Llanos, Julen Zalakain
  • Customer Services Directorate: Igor López
  • Account Executive: Irene Jauregui
• Production company: Eika Productions
• Photography and production: Alex Iturralde
• Sound: Mediavox
• Media: Mediasal