Study the percentage of meat in a sausage, analyze if a bread is made with sourdough or choose coffee based on the variety and roast of its grain. Interest in health and access to information have given rise to a more demanding consumer; a consumer with a “fine nose”, as YoSoy exposes in its new advertising campaign.

The plant-based beverage brand addresses the cultural change that has occurred regarding food products, even among those traditionally considered basic. To do this, it uses the popular expression “having a fine nose,” which describes a person with a demanding palate, and materializes it in an advertisement that, precisely, gives prominence to the grimace as a symbol of taste for quality, flavor and well-made things.

The advertisement, to which reason.Why has been accessed for the first time, has been created by YoSoy’s in-house creative team, together with the production company Tabaco, and promotes YoSoy Barista, its special range for coffee. The brand uses humor, which represents a certain twist in the tone of its communication, to convey the idea that when you try something good and quality, in this case its vegetable drink, things are noticed on the palate and there is no turning back.

The campaign is articulated under the claim “What is really good makes you tick,” which emphasizes the message and discourse that the brand has conveyed to consumers over recent years, focused on quality ingredients and transparency. “The campaign continues to build on a positioning that YoSoy has been defending for years: doing real things and betting on good ingredients, without artifices or ingredients that we don’t know how to pronounce.”explains Madeleine Guitteny, Brand Manager of YoSoy Barista, in a statement.

The creative concept emerged, as Merche Vaivén, in-house Creative Director of the brand, comments in conversation with reason.Whyfrom observing what was happening around them and on the street. “We realized that we all have more judgment now than before. And you don’t have to be a foodie or an expert. It is simply enough to know when something is better for you than the previous one.“, he explains. “There was a creative breeding ground that we could explore from our way of working, our legitimacy and the defense of a more honest diet.”.

“Morros Finos” will be executed with different spots on connected television and with outdoor advertising activations in Madrid and Barcelona.

Brands before the most demanding consumers

The creative concept is based on research carried out by the brand among 1,000 Spanish consumers of vegetable drinks between 25 and 50 years old, to understand how everyday sophistication is changing the relationship with quality. Among other things, it indicates that 92% of Spaniards claim to be more demanding with quality today than five years ago, and almost 90% would be willing to pay a little more for a higher quality basic product.

However, and although almost 60% place ingredients as the first or second factor to consider that a product is quality, only 44% always read the food label. Lack of clarity regarding labels, a font size that is too small or difficulty understanding technical terms are the main barriers.

The YoSoy study indicates that interest in quality conditions purchasing decisions and behavior: almost half of those surveyed claim to compare more options once they have discovered a higher quality product and 34% directly incorporate the product into their regular purchases.

This quality requirement tests the communication strategies of brands and their advertising messages, and therefore, also the translation of the idea of ​​transparency to creative concepts. “The consumer is now more informed and in the face of this it is no longer possible to pretend, now it is about being and doing“, assures Merche Vaivén. “In our case we have never needed to dress up because we have always done things for real and that is how we have communicated it to consumers.”.

This is something that, according to the brand, the repositioning promoted two years ago has also contributed and has reinforced the advertising and media presence of YoSoy’s messages to promote transparency in the food industry. Consistency and coherence over time, they explain, has provided solidity when it comes to building the brand with a clear purpose that has supported the business.