Eroski Feliz Todo Contigo.
A Christmas campaign is a state of mind.
Eroski is, along with Inditex, El Corte Inglés, Mercadona and Día, one of only five Spanish brands in the global retail top 250. And Christmas is its most important campaign of the year. Which is why it was a huge challenge that, in only our second year, we were chosen for this project — key both strategically and tactically for brand and business.
We looked for an insight rooted in a demonstrable reality: “65% of people over 25 suffer from stress related to Christmas shopping.” At the same time, at this time of year, every family’s main wish is to spend time together. The brand’s claim is “contigo” (“with you”), and at Christmas 2021 it made more sense than ever, two years after the last family celebration because of the pandemic. With that premise as our starting point, we decided that Eroski’s story for this Christmas would be a manifesto-style narrative that, on one hand, championed spending more time with family. And on the other, made it easier. And so “Feliz Todo, Contigo” was born. “At Eroski we make everything you need to spend more time together easier. Because if we are together, we already have it all.” Communication that was intense yet warm, setting the tone the brand was looking for.
The campaign had a 360º development and nationwide rollout implemented in Galicia, the Balearic Islands, the Basque Country and Aragon. Television, radio, in-store, digital rollout, special actions, street marketing and up to 1,200 pieces — different formats to carry the simplest message as far as possible… and of course: a fun sweater for Christmas Eve 😉
The campaign’s final episode consisted of creating a street activation, with a table out on the street, the Coral de Bilbao choir, and a chair inviting passersby to linger after the meal, singing. A sweet dessert for this Christmas campaign, which we created and produced to celebrate the importance of being together.
“It was love at first sight, the kind that happens almost without you noticing. Although honestly, I had been searching for it for a while, discovering what I wanted and how I wanted it. Especially for this moment. A declaration of love, warmth and joy. I still get emotional thinking of each and every person I say — and want to say — Feliz Todo Contigo to. Especially this December, this Christmas.”
