Rooster It starts a new communication stage. Leave aside a product -centered communication, and marked in recent years by collaboration with chef Pepe Rodríguez, and premieres “Here we are made of this pasta.” It’s about A new platform with which the brand will continue to claim the quality of its products, but emphasizing its origin and betting on humor and a closer and more human tone.

As Gallo explains in a statement, this repositioning, designed by the Mono Creative Agency, aims to strengthen its leadership in the food market, both in the pasta segment and in the flour and broths. Thus, from now on the brand will focus on the local origin of raw materialsand in their knowledge of Spanish families, to which it has been serving products for more than eight decades.

Moreover, that connection with the local is the essence of the new strategy. “When we face the challenge of redefining Gallo’s brand strategy, we had very present the fact that Gallo is one of the most recognized brands in Spain, present in 13 million homes and almost 80 years of history”, Explain from the agency in the statement.

“Here we are made of another pasta” is articulated on two axes: on the one hand, the claim of the superior quality of the rooster products made in Spain, and on the other, the human and attitudinal component of the consumer. With this, the new strategy does not seek to settle A repositioning, but redefine the perception of value through the construction of its own personality.

The first creative materialization of the new brand platform is “Gallitos”, a campaign that plays with the concept “Cooking we get Gallitos”, In reference to how presumed people are shown when they want demonstrate their culinary abilities. In addition, the spot also highlights the role that the brand occupies in that attitude, with a cooler, close and fun tone.

The campaign, with production of Bosalay Producciones, has iterations focused on the different rooster productsthat is, pasta, flours and broths, as well as in New classic pasta formats at € 1. The latter, according to the brand, is a commitment to democratize and make its products more accessible, all in a context of tendency to savings and high cost of the price of life.

“‘Gallitos’ is not just a campaign, but the beginning of a new stage for us“says Chelo Domínguez, Marketing Director of Gallo.”A focused on connecting with consumers from authenticity and closeness, valueing the quality and local origin of our products, within a communication platform that will serve as a global concept for future initiatives that we will launch”

The campaign, with Iprospect media planning, will be activated on linear television and digital platforms, as well as on the brand’s website and other online environments, the social networks of Gallo and at the physical point of sale.