Lunch Box Express
Nestlé/La Cocinera
Issue 27 | July 2013
Agency
TIEMPO BBDO
Creative Team
Chief Creative Officer: Siscu Molina Creative Director: Tomás Ferrándiz Copy: Juan Fernández Art Director: Eva Crespo
Other Credits
Strategy & Communication Manager: Marta Bargalló Strategy & Communication Executive: Marina García, Erika Martinez Nestle Marketing Manager: Jesus Alonso
Date
April 2013
Background
La Cocinera is a Nestle food brand which has been active in Spain for over 50 years. On Mother’s Day, La Cocinera wanted to remind everyone that the best food in the world is the food their mothers cooked.
Idea
The formation of the European union and the economic crisis has meant many young Spaniards have travelled abroad to find work.
La Cocinera Lunch Box Express was an initiative that allowed a thousand sons and daughters living far from home to remember what their mother’s food tasted like.
Results
Mums across Spain were invited to apply to have their food boxed and mailed to their kids abroad by la Cocinera. 1,000 applications were successful and 1,000 food parcels mailed out to 14 countries in Europe.
The promotion made the headlines and secured much valuable PR. More importantly, it helped a lot of mothers feel a little closer to their children.
Our Thoughts
Is this DM? Not really, it’s PR, which, looking back at Cannes 2012, was the second least entered category at Cannes with 1,264 submissions. Only Mobile had fewer entries. Compare that to 6,557 entries in Press.
I find that slightly strange because PR is now at the very heart of advertising as a result of the digital revolution.
It is the means by which an idea spills out to reach millions. It has also become the measurement by which many agencies hope to win Lions, guesstimating against the costs of paid-for media the value of their earned impressions, articles and mentions.
Once upon a time, journalists went out tramping the streets looking for stories. Now they hunch over their computers looking for them. My bet is that many of them fell on this with pleasure and that it generated a media value of around €1 million.
I’d be more interested in seeing how brand preference scores shifted but no-one will tell us.