Deliciosa Calma
Campofrío
Issue 42 | March 2017
Agency
McCann Madrid
Creative Team
Chief Creative Officer Mónica Moro Executive Creative Directors Raquel Martínez Jon Lavin Art Director and Copywriters Héctor Losa Lorena Álvarez
Production Team
Production Company Harry Director Dionisio Naranjo Postproduction Company El Ranchito / La Panadería
Other Credits
Account Team Jesús Martínez Soria Javier Gonzalo Gorostiza María Vázquez
Date
May 2016
Background
According the a Nielsen report "Women of Tomorrow", more than 66% of Spanish women suffered from stress in both their professional and their home lives. For years, Pavofrio had gone beyond talking about product benefits in their advertising to give a point of view about the role women play in a modern world.
If stress is one of the biggest problems for women today, then Pavofrio wanted to help them by encouraging them to do what they wanted to do and be who they wanted to be.
Idea
Deliciosa Calma was the first restaurant that cooked stress-free recipes. It was a place that encouraged women to speak openly about the stresses they identified with through a menu filled with ingenious dishes that got them laughing and talking.
There were dishes such as "I didn´t go to the gym because I didn´t feel like it and I´ll go when I can... with black truffle sauce" and "I won´t be able to pick up my kids from school today but their dad can do it.... with a slice of turkey" or "I still don´t have a stable relationship and I don´t care... on a base of avocado and blueberries."
Results
A top radio show broadcast one of its programmes from the restaurant helping reach even more people than the video.
The campaign helped Pavofrio sales by 12.4% against previous months. Brand awareness increased by 14 points.
The video received 13.5 million views, 5.5million on YouTube. Research indicated that 76% of those who watched it enjoyed it.
Our Thoughts
I love the idea of a restaurant as a communications platform. I remember Channel 13 did something similar in Madrid six or seven years ago, creating a pop-up restaurant that served up food inspired by horror movies.
For me, the essential ingredient to this campaign is laughter. It is a genuinely funny idea. If you can get people to recognise a problem and laugh at it, you are more than half way to the solution.
Laughter, as the old saying goes, is the best medicine.
In advertising terms, laughter stimulates endorphins so that the message doesn’t just get noticed, it gets remembered.