The New Year’s Eve Bells are a cultural phenomenon in Spain and Cristina Pedroche has become an emblem of them through the dress she wears every year to present them. Under this premise, La Gula del Norte has found the formula to turn the annual conversation about the presenter’s dress into a brand opportunity. With the slogan “Pedroche Póntelo”, the campaign signed by Havas Creative raises an unexpected question: What if Pedroche’s next look was inspired by the most recognizable flavor of Christmas?

The proposal takes advantage of the presenter’s media pull, the expectation around her style and the spontaneous nature of the brand to position itself at the intersection between gastronomy, creativity and cultural conversation.
“The fun, spontaneous and innovative spirit of La Gula del Norte connects perfectly with a moment as symbolic as New Year’s Eve”explains Diego Villabona, Head of Communication at Angulas Aguinaga. “Cristina is an icon of these times and, as crazy as it may seem, this union makes all the sense in the world.”

The creative approach comes from Havas Creative, with media strategy by UM (IPG Mediabrands) and public relations by Apple Tree. The campaign includes pieces for television, digital and outdoor, as well as activations with influencers that will amplify the motto #PedrochePóntelo as a festive rallying cry.

“Creativity is a powerful tool to reinvent tradition. We wanted La Gula del Norte to have the prominence it deserves at this time”says Jesús Resines, Chief Creative Officer of Havas Creative Network.

With this action, the brand reinforces its presence at Christmas by opening a new way of positioning that combines closeness and daring, making the classic of each December on the plates and also in the conversations.