The Farmer rises
Be different communicating the start of the season. Differentiating La Unión from the concurrence and the most common messages in the sector.
Put the farmer at the core of communication. Thanking his work not as a group or sector, but as an individual. Working with a selection of “influential” profiles that, in addition to working on notoriety, would lead to word of mouth impact among the entire group.
We selected the 15 most representative farmers of those who supply La Unión. Then we made them a human and realistic photographic report with which we made a campaign with 15 creatives, launched in various offline and online formats.
Campaign started in mid-September 2020. We do not have official results yet, but we do know the number of times farmers have been called for having seen them in the campaign.