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McCann Spain and Campofrío Give Classic Rural Items a High-Tech Upgrade

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'Clásicos Actualizados' (Updated Classics) campaign suggests that if traditional Spanish meats can be brought up to date, so can botijos (water jugs), espadrilles and berets

McCann Spain and Campofrío Give Classic Rural Items a High-Tech Upgrade

Campofrio, Europe's leading company for meat products, launches the ‘Clásicos Actualizados’ (Updated Classics) campaign, created by McCann Spain, to present its new snack brand Snack´in.

With this campaign, Campofrío updates traditional cold meats by proposing a new way of consuming them, wherever and whenever we want, by renovating the most traditional products into the newest, thanks to innovative packaging and design.

Under the heading “the result of combining the traditional and the modern”, the brand had modernised typical objects from traditional Spanish culture, turning them into technological gadgets.

The campaign emphasises the snacking and proposes an updated, simple and practical presentation of the traditional snacks: If a sausage can be eaten "on the go", then a beret can have a Wi-Fi connection. That's why, to launch this campaign it was necessary to bring to life the spot's "updated classics", hence a Wi-Fi beret, a espadrille connected to the cloud and a speaker botijo ​​were created.

The campaign launched on social networks to subsequently jump onto television weeks later. And throughout July the three real gadgets were promoted, raffling them off to consumers who had participated in the contest.

In order to conclude the campaign, users were asked to suggest their own ideal “updated classic”. Out of all the suggestions, the Sevillian cam, the selfie garrote (cane) and the USB hair comb were shortlisted. The last of these three turned out to be the contest-winning object, which is currently being  produced and will be raffled off to one of the users on Campofrío's Facebook page.

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Music Company: OEO

Digital Agency

Digital Agency: MRM//McCann Spain

Social Media Manager: Ignacio Serrano, Ainara Ispizua

Head of Art: Rafael Merino

Account Director: Jessica Utrera y Alba Muñoz

Creative team: Alba Vence, David Hidalgo, Mercedes Laso, Lucía Calvo, Kirea Calatayud

Production Company

Production Company: Garage

Director: Alex Rodríguez

Executive Producer: Rafa Reboll, Alejandra Arróspide

Director of Photography: Luis Guijarro

Media Agency

Media Agency: OMD


PR Agency: Llorente & Cuenca

PR Agency: Llorente & Cuenca


Advertiser: Campofrío

Brand: Snack´in

Creative Agency

Creative Agency: McCann Worldgroup Spain

Chief Creative Officer: Mónica Moro

Executive Creative Director: Jon Lavin, Raquel Martínez

Strategist: Juanma Ramírez, Carito Kanashiro

Art Director: Hector Losa, Lorena Álvarez

Producer: Guzmán Moli-Pradel, Alberto Stewart (Los Producers), Mercedes García Parreño

Digital Creative Director: Enrique Moreno

Account Director: Jesús Martínez

Genres: Musical, People

Categories: Food, Meat & Fish

McCann Spain, Thu, 06 Sep 2018 11:13:23 GMT