Campagnola's year

Medals Won

• 🥈 SILVER – Best Integrated Campaign
• 🥉 BRONZE – Best Copywriting

Campaign Overview

In 2023, Argentina faced record inflation and a divisive election year, dominating public discourse and straining consumer purchasing power. La Campagnola, a premium food brand priced 15% higher than competitors, aimed to maintain relevance and grow sales despite economic challenges.

The campaign cleverly transformed La Campagnola’s entire product range into “political candidates,” using iconic political slogans to communicate their superior quality and variety. By leveraging cultural and political insights, Campagnola’s Year stood out in a crowded advertising landscape and connected deeply with consumers navigating a tense political environment.

Creative Concept

The campaign reimagined election-year communication with:

• Famous Political Quotes: Repurposed well-known political phrases to highlight the unique qualities of La Campagnola products, easing consumer tension with humor and relatability.
• Comprehensive Product Showcase: Used these slogans to feature a wide range of items, from tuna to spices, while maintaining engagement and interest.
• A Cultural Touchpoint: Played on election fatigue by positioning La Campagnola as the “only trustworthy candidate,” helping consumers make better choices in the “supermarket election.”

Execution Strategy

1. Cross-Media Integration: Delivered the campaign through TV, digital platforms, WhatsApp, and other high-impact channels.
2. Relatable Messaging: Created humorous, culturally relevant ads that resonated across demographics.
3. Early Virality: The campaign gained traction before its official launch, spreading organically via WhatsApp and social media.

Impact and Results

The campaign exceeded expectations, delivering both awareness and sales growth:

• 14% increase in sales year-over-year, including a 35% rise in key categories like tuna and spices.
• 96% brand recall among those exposed to the campaign.
• 9 out of 10 people associated the campaign with La Campagnola’s key attributes: quality, taste, and variety.
• In the interior market, 72% awareness, surpassing typical campaign benchmarks of 67%.
• Viral traction even before the official launch, showcasing the campaign’s resonance.

Why It Worked

Campagnola’s Year seamlessly integrated humor, cultural relevance, and a strong product focus to connect with consumers during a challenging time. By transforming political slogans into a celebration of quality and taste, the campaign reinforced La Campagnola’s premium positioning and delivered tangible business results.