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_Strategy
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.
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_Idea
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.
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_Results
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.
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