After an agency competition, The Mermaid chose Manifest as a strategic and creative partner last August. Since then, the agency has worked to give a new approach to brand communication to help it connect with a broader audience. And an example of this is the launch of its Christmas advertisement, under the title “A Mermaid Christmas.”

Thus, through a relatable message and betting on humor, the campaign appeals to living a calmer Christmas. This is how the creative team of Manifesto explains it in a statement: “Our campaign concept was born in response to a very common insight during the Christmas season: the stress of having everything perfectly ready.”

In the words of Nando Sanz, Creative Director at Manifesto, “Everyone experiences Christmas differently, but it is true that the holidays generate some stress for us hosts. This is where La Sirena becomes an ally with products that require very little processing, or none, and good raw materials.”

The campaign will have a presence on television and will be active on radio, digital channels, outdoor advertising and social media.

For Diana Vera, Director of Marketing and E-commerce at La Sirena, the concept of ‘Mermaid’ It sums up very well the experience that the company wants the customer to have when consuming the Sirena. “Christmas meals are a very special meeting moment but they also involve a lot of preparations, stress, and negotiating the menu. We want to facilitate all these preparations”says Vera.

As part of the campaign, a special action has also been carried out in one of the most visited La Sirena stores, in which The brand logo has been changed to “Serena” to reinforce the Christmas message.

Technical sheet

• Agency: Manifesto
• Announcer: the Siren
• Campaign: ‘A Christmas with Serenity’
• La Sirena Marketing Director: Diana Vera
• Sirena Marketing Manager: Keila Ferrer
• General Manager Barcelona: Kelya Ramírez
• Business Leader: Amanda Bellart
• Business Executive: Mónica Conillera
• Chief Creative Officer: Sebastián Sánchez
• Creative Director: Nando Sanz
• Art Director: Placi Zamora
• Creative Copywriter: Miriam Escribano
• Production: Oxygen
• Filmmaker: Adrián Fernández
• Executive Producer: David Manchado
• Producer: Cristina Sweeney / David Manchado
• Post-production: Ángel Moya
• Director of Photography: Oriol Colomar
• Edition: Adrián Fernández
• Telecine: Lastscript