Revilla returns to advertising after more than two decades without communicating. The brand of processed meats returns to the screens this September 21 with “El Camino del Chorizo Revilla”, a campaign that recovers some of the codes that have historically accompanied the brand, such as humor, closeness and its recognizable play with the word “wonder”, but adapting them to a new stage.
The campaign is based on the idea that not everything needs to change just because it has been around for a long time. Revilla uses matches, the French omelette or the “rebequilla” as examples, things that, according to creativity, have been functioning as they are for years. Revilla chorizo joins that list as a product that maintains its characteristic flavor since its origins in the 1950s.
“We live surrounded by novelties and stimuli that promise us that the next thing will always be better. Therefore, it is comforting to return to what we already know and see that it is still just as good”explains Sara Navarro, Marketing & Media Manager at Sigma, Revilla’s parent company. “And that is precisely what Revilla represents: that our chorizo has that traditional flavor that never fails.”
The idea is articulated under the title “El Camino del Chorizo Revilla” and will have different executions on television, digital media, outdoor and point of sale.
The advertising return also recovers one of the most recognizable assets in Revilla’s history. The brand has decided to evolve its historic claim “A wonderful flavor” and is now launching “Same flavor. How wonderful.”
The change precisely condenses the approach of the new campaign: updating Revilla’s communication based on the continuity of the product. The company thus seeks to regain notoriety and relevance after more than 20 years without communicating and, at the same time, approach consumers who have not necessarily grown with its previous campaigns.
“The project was a giant creative opportunity to modernize the brand and bring it closer to new consumers”
To develop this new stage, Revilla has worked with Mono Madrid, responsible for strategy and creativity.
“After more than 20 years without communicating, the project was a giant creative opportunity to modernize the brand and bring it closer to new consumers, while we knew that we had to protect all those elements that have made Revilla an iconic brand through so many generations,” explains Jorge Fesser, CEO and Founding Partner of Mono Madrid.
According to him, the strategic starting point arose precisely from the contrast between the current speed of new developments and those products that maintain their proposal over time. “Modern times move very quickly and force us to change, innovate and throw away things, when in reality some are already well planned from the start and the thing is to keep them as they are, as is the case with the flavor of Revilla chorizo.”
An anonymous account to land on social networks
Revilla’s return to advertising communication is accompanied by his debut with his own profiles on Instagram and TikTok. And the brand has used precisely these channels to prepare its return before revealing its identity.
Instead of directly opening its corporate profiles, it launched “Rima con -illa” (@rimaconilla), a covert account that published content and clues so that users could try to discover which brand was behind it.
The name itself functioned as one of those clues, playing on the historical association between Revilla and “wonder.” The action was also amplified through a contest in which Arturo Valls and the content creators Telmo Trenado and María Valero participated, who offered new clues about the hidden identity.
Original post by Revilla on Instagram
Among those who guessed that it was Revilla, a trip to Castilla y León, the brand’s territory of origin, was drawn. Once the game was solved, the “Rima con -illa” accounts revealed Revilla’s identity and officially adopted his name and image.
The action allows the company to address two objectives simultaneously: recover elements that may be familiar to generations that already knew the brand and begin to build a presence on channels aimed at younger audiences.
“El Camino del Chorizo Revilla” begins to be broadcast from September 21 on television, digital, outdoor and point of sale. Mono Madrid signs the strategy and creativity, while OMD and Human to Human / Strive-Agency participate in the deployment of the campaign.
