Father’s Day
Navidul
Issue 36 | September 2015
Agency
McCann Madrid
Creative Team
Chief Creative Officer Mo´nica Moro Executive Creative Directors Raquel Marti´nez, Jon Lavi´n Art Director Fernando Cerezo Copywriter Ana Gan~an
Date
March 2015
Background
Navidul wanted to expand the target audience for its products to those who yearned for and were entitled to a good ham.
Research revealed that only 5% of fathers had ever been given ham on Father's Day, when 25% of them would have been glad to be given it. This led to the innovative strategy of talking to children about what to give Dad on father's Day.
Idea
Blister packs of Navidul ham were created in the shapes of the other depressing gifts Dads were usually given. Socks, underpants, ties.
Spread over the week leading up to Father's Day, these were offered for sale online as well as in five VIPS shops in Madrid.
Results
In 10 days, 13.2m media impressions, a trending topic on Twitter, 1,184,350 retweets, favourited 600 times.
Our Thoughts
Perhaps this should have been in the new Creative Data category. Someone somewhere discovered that only 5% of dads had ever been given ham on Father's Day. That begged the question, did they want ham on Father's Day? It turned out 25% said they did. And that was enough to justify a very novel approach to selling sliced meats. This is a process of research and enquiry many other brands would do well to imitate. For that reason, I'd have given it a Lion.