Leche Celta launches a range of spreadable cheeses and promotes it on television with an advertisement made with AI

Jane Anderson
Jane Anderson
La imagen de dos niños comiendo queso para untar, creada con inteligencia artificial

The brand Celtic Milk is betting on innovation both in the development of new products and in marketing and communication. He demonstrates this with his latest advertising campaign, with which he promotes his new range of spreadable cheeses and which he has worked with artificial intelligence.

Under the title “The Celta family grows”, The television spot shows two children as intrepid adventurers who secretly go to the refrigerator at night to enjoy the brand’s new cheeses, and are surprised by their father. The piece, barely ten seconds long, includes at its end a still life of the product, that It has also been created with the support of AI, and is accompanied by a voiceover that informs about the availability in Carrefour hypermarkets.

As explained by Grupo Leche Celta in a statement, the strategy and creation of the campaign has been carried out by Schrodinger Group, while the creative agency Nagasaki has shaped the visual and narrative concept. The video was made using Purple View’s own AI platform with creative and visual supervision of human talent.

Celta is a brand that is committed to innovation and artificial intelligence is a fantastic tool for this.“, tells us María Montero, Director of Operations of Schrodinger Group, in statements to reason.Why. “They needed a quick, quality and innovative campaign to publicize the product, and we have achieved it by combining AI and a human team”.

Schrodinger Group points out that the process, from receiving the briefing to finalizing the spot, including the relevant approvals, was carried out in three weeks. They assure that the use of technology has not only reduced usual times, but also reduces costs.

The advertisement will be broadcast on Telecinco in daytime from Wednesday to Sunday, which makes this spot one of the first events with artificial intelligence to be broadcast on television. Although in recent months it has become common to see pieces of commercial communication created by artificial intelligence on social networks, its presence on television is still new.

From reason.Why We have contacted the brand to learn more about the strategy. The news will be updated when we receive a response.

The Schrodinger Group is confident that the spot will have a good reception by the audience.We have really liked producing this way for television, especially for a sector, food, which is traditional. Work has been done with sufficient quality for an audiovisual production of this type.”María Montero tells us. “Families will be able to feel identified with this spot”.

In addition, according to the media planning devised by the Faraday agency, the campaign will have activations of outdoor advertising on digital screens located in the center of Madrid and in other parts of the Community, such as commercial and high-traffic areas.

It will also be executed in Meta a digital campaign for 21 days and that will highlight the quality of the product and its versatility. Likewise, together with the influence marketing agency Las-Dos, actions will soon be carried out with content creators with the intention of amplifying the brand’s message and connecting with the public.

The launch of the new range of spreadable cheeses took place at the end of last year, within the framework of the 35th anniversary of Leche Celta and in response to a consolidation strategy in the dairy solids market. The new product is made with fresh cow’s milk and is sold in 100% recyclable packaging.

We reinforce our commitment to quality, sustainability and innovation, responding to the demands of consumers and our environment“, expressed Ainhoa ​​Calvo, Head of Marketing and Communication at Grupo Leche Celta, in the statement. “Our family is growing like many Spanish families grow, with enthusiasm and effort.”.