Choví’s earned media agency
NEW THINKING
The name of Choví’s new range of products, Salseo, already communicates the objective of the launch: to bring people together around a moment of socialization, conversation and product consumption.
INSIGHT
This initiative opened the door to a new consumption occasion for the brand: the dippeo – a casual, social dipping moment aimed at attracting new consumers and gaining ground against its competitors: the Salseo.
STRATEGY & CREATIVITY
For the launch, we sought a communication strategy that would maximize the organic impact of the campaign, earned media, and consumer engagement.
To do this, we proposed to its creative agency, THE CYRANOS, that the protagonists of the spot were actors Fernando Tejero and Malena Alterio. The creative concept used a chance meeting of two exes in a supermarket, and with the participation of Fernando and Malena, they were placed in a situation that invited them to relive a kind of continuation of the famous series “Aquí no hay quien viva”.
PLANNING
We decided to present the spot as if it were a movie premiere through an event with the presence of Fernando Tejero and Malena Alterio, who had not appeared together for a long time.
Media outlets from across the board were invited: general, lifestyle, gastronomic, marketing, advertising, and retail professionals.
A small ‘Salseo Squad’ was created, composed of several influencers: @alexsinos, @laulolay, and @brioenfurecida to generate interest around the “Salseo” concept.
The TV investment was limited to only 3 paid passes the day after the spot’s presentation. The strategy relied almost entirely on media buzz and organic conversation on social media platforms.
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RESULTS
The results achieved at the launch of the campaign were spectacular in terms of earned media coverage (2.086.436€ from Earned Media) and social media conversation. The spot went viral immediately, in the hours following the launch event, and achieved more than 25 million organic views, beyond any possible expectation.
According to Nielsen T3 2024 data, Choví is the only sauce brand in the market to grow in volume (+6.3%) and value (+5.4%), thanks to this launch, gaining market share against all its competitors.
