For Choví, Spain’s leading aioli brand, summer is not just a season. It is a shared cultural territory built around familiar rituals, everyday tables and the first moment we feel we have truly arrived. Its new campaign, “¿A qué sabe el verano?” (“What Does Summer Taste Like?”), turns that insight into a distinctive brand platform celebrating a very Spanish way of living, sharing and enjoying the season.

The idea starts with a simple truth: summer does not begin when the temperature rises, but when the journey ends. After the motorway, the packed car, the traffic and the inevitable “Are we there yet?”, comes the first meal with family or friends. For many people in Spain, that is the real beginning of summer. And that moment tastes like Choví.

At a time when destinations, content and holiday imagery can feel increasingly interchangeable, Choví makes a more purposeful choice: to build from what is ownable, recognisable and culturally relevant. The familiar holiday home, the trusted beach bar, village festivals, post-lunch card games, beach paddles, sun-warmed plastic chairs, bread with tomato, an ice-cold beer and aioli shared around the table. These everyday codes are part of Spain’s collective memory, and they position Choví as the flavour that signals summer has properly begun.

To give the idea its most authentic voice, the brand has partnered with Los del Río. Few artists embody the carefree, optimistic and humorous spirit with which Spain understands life and celebrates summer quite like they do. Their presence goes beyond nostalgia: it connects the campaign with a shared cultural imagination recognised by several generations.

The campaign also features content creators Dante Caro, Jorge Cremades and Rocío Villar, who extend the idea across digital platforms through their own creative languages, helping the brand connect this tribute to summer with new audiences.

“Summer has a unique flavour, and it is not only the taste of our aioli; it is the feeling of sharing time with the people we love most,” says Aurélie Morin, Marketing Director at Choví. “With this campaign, we wanted to champion those everyday moments that everyone recognises and that, generation after generation, continue to mark the beginning of summer. Working with Los del Río was the perfect way to represent that collective imagination that is so central to how we experience this time of year.”

Conceived and developed jointly by APPLE TREE and KEEPERS, the campaign strengthens Choví’s leadership by turning a product truth into a culturally relevant brand territory. It brings together strategy, creativity, digital amplification and creator-led activation to build relevance throughout the season and reinforce the brand’s place in one of Spain’s most recognisable summer rituals.

The result is a campaign that does more than launch a summer communication platform. It captures a feeling people already know and gives Choví a clear role within it. Because when you finally arrive, sit down at the first table of the summer and share the aioli you have always known, everyone recognises the same thing: summer tastes like Choví.

Campaign Credits

Client: Choví
Product: Aioli
Category: Food

Choví

  • Business Unit Director: Agustín Martiño
  • Marketing Director: Aurélie Morin
  • Senior Brand Manager: Carmen Fernández
  • International Brand Manager: Santiago Astegiano
  • Choví Foodservice Brand Manager: Roberto Carrasco

Agency – APPLE TREE & KEEPERS

  • Partner & Chief Strategy Officer: Jaime Lobera
  • Client Services Director: Jesús Martínez Soria
  • Digital Manager: Mara Otero
  • Paid Media Manager: Julián Fernández-Vegue
  • Junior Digital Executive: Jessica Indiano
  • Creative Directors: Chiqui Palomares & Isaac Bouzaid
  • Creative Team: Daniel Vega, Ana Benítez, Ariana Blázquez
  • Comms Account Director: Diego Naranjo
  • Senior Account Executive: Fátima García

Production Company

  • Production Company: Isola
  • Executive Producers: Gonzalo Boronat & Gerard Rodríguez
  • Director: Héctor Sanchis
  • Location: Cullera