La Carloteña has launched a new campaign for roasted breast that articulates a simple but forceful idea: its product is composed of 99% for chicken meat. The creative proposal, signed by the barracks (RK People Group), takes that figure as a conceptual axis of communication. The result is a graph in which 99% is literally chicken and 1%, “Publi.”
In the graphic distribution of the pieces the chicken occupies 99% of the space
Under the Claim “No one beats us”the campaign thus resorts to a direct and visually clean language to express an objective advantage of the product. In the graphic distribution of the pieces, chicken occupies 99% of space and branding, only 1%. A structural decision that transforms a nutritional statement into visual identity.
“This product has a real differential. We decided to tell it without surroundings, with a campaign as direct as our 99% chicken. Because we believe that quality does not need disguise”says María Rider, director of marketing at Carloteña.
The campaign has been activated abroad, digital media, branded content actions, street marketing and influencers, with presence in Madrid, Barcelona and Seville. He Media plan includes subway screens, buses and mupis, as well as collaborations with headers such as Week, readings either Men’s Health. In networks, profiles such as Xuso Jones will amplify the concept.
“When you have such a powerful truth, you just need to find the clearest, memorable and creative way to tell it”says Alfonso Pérez, general director of El Barracks. “We have turned a technical fact into a brand storytelling, and that always transcends.”
And is that the Speech economy Chosen provides clarity to the message and seeks to generate an effect of confidence in the consumer, far from advertising saturation and occupying only the space that corresponds to it.
