Heliosthe Spanish food brand has launched a new advertising campaign in which it acknowledges having labeled its ketchup For years without tilde. A “Common spelling error”they say in a statement, that conflict with the essence of a brand positioned in “Product of Spanish origin, closeness and local product.”

The idea have been developed by Innocean Spain and part of a simple reflection: if the product is made here, with Extremadura and Andalusia tomatoesand it occurs in Valladolid, it is a ketchup that must be written with Tilde.

The gesture of recognition by the company has been led by Julio Pérez itself, president and CEO of sweets and canned Helios, through a post on LinkedIn in which Ask forgiveness publicly and converts the lack of spelling into an opportunity to explain and strengthen the positioning of the brand.
“How much difference is something so small? Of course. Because that tilde, in our case, speaks of origin, of our land, and of that incredible taste that is only achieved when we use cultivated tomatoes in Extremadura and Andalusia.”he explains.

The action has been made visible with A canvas In the center of Valladolid, in which it can be read: “Sorry. We will not write our ketchup without a tilde. The ketchup here has to take tilde.”

In addition, Helios has pledged to progressively correct spelling error in all brand supports: Tags, packaging, point of sale, web and networks.
At the communication level, this campaign is the starting point of a series of actions that will be published through different channels, to reinforce the Helios link with the origin.
Tinkle has been the agency in charge of digital dissemination and social networks.