He spicy It is a trend and brands are exploring the strategic potential of flavor, but Spanish gastronomy has not had many dishes in line with this trend. Thus, the absence of a gastronomic background related to spiciness opens up a communication challenge for brands that want to approach this flavor in their products.
Anabel Pantoja’s haters “hate” her every day on social networks
orlando is one of them, given that it has developed a new product with spicy chili that joins the brand’s six existing sauces. Characterized by having “just the right amount of spice to always get it right”As the company explains, Orlando has opted to make a play on words in its communication.
From the hand of the agency Socialmoodhas resorted to the insight that the Spanish have always been very picky and has thus developed the concept that gives life to this campaign: “It bites just enough”which declines as “Sting just enough.”
The ambassador chosen for this campaign has been Anabel Pantoja, “the greatest expert”as they define from Orlando, in putting up with the haters on social networks, “who are itched with it day after day in all the comment sections.”
In this way, in the pieces Anabel equates the right spiciness of the new Orlando with the healthy attitude of “getting just right.” Something that she boasts about and, incidentally, invites the viewer to reply.
From the brand, Julieta de Laurentiis, Head of Marketing at Kraft Heinz Iberia comments that spicy is an international trend which in recent years has gained great prominence in Spanish gastronomy. “From Orlando, we were very clear that our fried tomato had an important role in this category. Our flavor knowledge is to innovate with a spicy that is not tiring and that is a pleasure to include in practically any dish.”
For her part, Lara Vázquez, creative manager of this campaign at Socialmood, points out that “We wanted to get away from the current codes of spicy food: the flames, the little fires, the sweat… The product allowed us to get away from what the market had been doing and give it a more cultural approach.”
Thus, “Pica lo just” talks about how this product fits within the imaginary of Spanish cuisine; while its derivative, “picarse lo just”, seeks to send a more emotional message, as a way of seeing life.
In addition to the video and graphic pieces, this digital campaign is complemented by offline executions and will have a special action in different locations in Madrid and with a sampling at the Samplia location in Callao on October 3.