Spanish snack brand Grefusa rolled out an integrated campaign leveraging the 2022 FIFA Men’s World Cup called #SeleccionadoresGrefusa and promoting its Pipes seed brand which was fronted by former Spain national team coaches (and players) Vicente del Bosque and José Antonio Camacho.
Designed and developed in collaboration with creative agency Burns, the campaign idea was built around Camacho (who managed Spain from 1998 and 2002 and won 82 caps as a player) and Del Bosque (who managed Spain from 2008 to 2016 and played for his country 18 times between 1975 and 1980) who were selecting the best members for the red squad.
But the twist is those selected for Qatar 2022 list weren’t the players to represent the Royal Spanish Football Federation / Real Federación Española de Fútbol (RFEF), but rather then Qatar 22 billion Grefusa Pipes/Pipas (sunflower seeds and salt) which will be eaten during the tournament.
The former managers believe that ‘El Piponazo’ will the star of the tournament: “A large pipe, with a selection of roasted seeds with guaranteed of freshness and quality that make it the preferred pipe of the Spanish nation.”
The announcement was made during a mock manager’s press conference set-up featuring the two former Spain player/coaches who admit that the selection process was challenging and complicated.
“It has been a difficult challenge, but we have enjoyed it”, commented Camacho. “Our wish is that this selection of sunflower seeds can be eaten in the final. We are going to leave the shell on it.”
While Del Bosque stated he would like this team: “To have a style of play, to be a united team, an intelligent team; but at the same time and, above all, that we have a team that in the emotional aspect has that strength to face each game”.
The campaign, which was created with digital creative agency Burns, was spearheaded by a hero spot which dropped online and on TV (including on Gol TV) on 8 November that was backed by a PR push, radio ads, supporting social content (including Facebook, Twitter and YouTube, a team of influencers and football opinion leaders (including Julio Maldonado / DJ Mario).
Juraría que Pipé se había retirado #SeleccionadoresGrefusa pic.twitter.com/OesWo5vJLl
— Grefusa (@grefusa) November 9, 2022
Additional strands of the tournament linked campaign will include stimulating social media debate and discussion on Twitter with additional online video.
“As part of our daily adventure to surprise Grefufans, we decided to bet on two coaches as beloved as Vicente del Bosque and José Antonio Camacho to develop this collaboration that is as groundbreaking as it is enjoyable for the matches of the Spanish Soccer Team in Qatar”, explained Grefusa Marketing Director Rafa Gandía at the campaign launch.
Burns Executive Creative Director Pablo Madrid added: “Our obsession is always to make popular campaigns, that understand the codes of how and what is being talked about on networks today; campaigns that have the potential to end up in WhatsApp groups. This has many ingredients to be one of them.
The campaign was created for Grefusa’s marketing team led by Marketing Director Rafael Gandía, Brand Manager Silvia Muñoz and Product Manager Belén Sánchez by creative agency Burns where the group working on the project included General Director Gonzaga Ayllón Fesser, Executive Creative Directors Pablo Madrid and Pablo Salinas, Creatives Mikel Fernández, Alberto Arribas and Sergio Grande, Director of Strategy Ana Villarino, Strategist Claudia Trasobares, Global Business Director Carla Alexander, Account Director Federico Morano and Account Manager Andrea Soria.
The production company was Zissou with Executive Producers Iván Franco and Fello Matallana, Producer Yolanda Fernández and Director Gerardo Berna, while the media agency was Starcom and the digital agency was Èxit Up.
Comment
This campaign reminds us of another brilliant Spanish football manager press conference campaign: Finetwork’s ‘Llama Al Seleccionadore‘ press conference mobile number stunt with Spain manager Luis Enrique.
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