Brava

For the launch of its new Brava Sauce range, Choví and APPLE TREE set out to go beyond conventional advertising. The ambition was clear: to turn a familiar product into a cultural talking point, connecting with the gastronomic identity of Spanish bars through humour, nostalgia, and pop culture.

Patatas bravas are more than a recipe; they are a social ritual, tied to bars, conversation, and leisurely enjoyment. Everyone has an opinion on what “authentic bravas” should be, because there is no single version, only countless interpretations, as diverse as the bars across Spain.

From this starting point, Choví recognised that brava sauce is part of the collective imagination and deserves to be claimed as a cultural symbol in its own right.

The strategy transformed a product launch into a cultural movement, blending humour, nostalgia, and contemporary relevance. This was achieved through:

• Transgenerational storytelling, bringing together 1990s television icons with today’s digital creators.
• A symbolic, newsworthy action: formally requesting the Royal Spanish Academy (RAE) to include salsa brava in the dictionary.
• Strong digital amplification driven by influencers and earned media, supported by coverage in major national outlets.

• Produced a hero film starring Agustín Bravo and Cañita Brava, two instantly recognisable cultural figures whose presence delivered humour and immediate impact.
• Launched a cultural activation with bars across Spain, collectively petitioning the RAE to recognise salsa brava in the dictionary.
• Collaborated with digital creators including Montoya, Benji Verdes, Sr. Cheeto, Darío Eme Hache, and SpainSays, who reinterpreted the recipe through the language of new generations—introducing concepts such as “braviolis”.

 

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Una publicación compartida de Montoya (@jose_carlosmontoya)

• Secured widespread earned media coverage across high-reach outlets such as LaSexta, La Vanguardia, and ABC, extending the brand narrative around the bar as a space for meeting, conversation, and shared enjoyment.

With this campaign, Choví brought the bar’s spirit into homes nationwide, reclaiming brava sauce as an icon of collective identity. A clear demonstration that when a brand genuinely connects with culture, the message moves beyond the product, becoming a conversation and part of popular culture.