APPLE TREE and Keepers have jointly developed Choví’s new campaign for the launch of its new Brava sauce. The campaign is a strategic and creative celebration of the spirit of Spanish bars and the cultural diversity that surrounds one of Spain’s most iconic recipes.
Titled Bravísimo, the main film brings together two well-known television figures, Agustín Bravo and Cañita Brava, in a story driven by humour and authenticity , qualities that define both Choví and the agencies behind the campaign. The activation spans digital media, PR and distribution channels, building a transgenerational narrative around enjoyment, the power of shared moments and gastronomic identity.
Alongside its headline talent, the campaign also features digital creators Montoya, Benji Verdes and Sr Cheeto. Their involvement adds a contemporary lens, connecting the world of bravas with younger audiences through playful reinterpretations such as the concept of “braviolis”.
Creativity and strategy at the service of the most authentic flavor
With this campaign, APPLE TREE and Keepers consolidate their collaboration with Choví, designing a creative territory that celebrates the essence of Spanish bars: places where conversation flows amid laughter, shared dishes, and crumpled napkins.
Brava sauce becomes an everyday symbol of identity, capable of evoking local flavours, collective memories and familiar ways of enjoying food together.
The campaign also reflects the many interpretations of brava sauce found across Spain. Choví, faithful to the quality of its products, presents a Brava sauce made with tomato and paprika, with a spicy touch and made with top-quality ingredients. This launch expands its range to cater to the tastes of different regions: from the Mediterranean version, with an aioli base, to the Madrid variant, based on tomato and hot paprika. Different expressions of the same culinary icon.
Bringing bar flavour into the home
The new ambient format of the Brava sauce makes it easy to enjoy its flavour anywhere, reinforcing Choví’s vision of offering more than a product. It represents a way of living that celebrates shared enjoyment, the right amount of spice and the simple pleasure of good conversation.
