Eroski Marcapropistas.

EROSKI, a leading retail cooperative in Spain with more than 50 years of history, faced a major challenge: consolidating its private label in a context of intense competition and territorial fragmentation. Its strong presence in the Basque Country, Galicia, Catalonia and the Balearic Islands added an extra layer of complexity: reaching diverse audiences while respecting languages and cultural particularities, in an environment where store brands had reached a historic market share.

For years, private labels had been seen as a budget option, but often relegated to second place behind manufacturer brands. Then inflation and shifts in consumer behavior opened a unique opportunity: reinforcing the perception of the private label as an option that is not just affordable, but of real quality and emotionally relevant.

If buying manufacturer brands has a name in Spanish — “marquismo” — then choosing private label deserved a name of its own. That’s how Marcapropistas was born: a term that turned choosing the store’s own brand into a statement of pride. This linguistic twist was not just a creative win, but a symbolic move that gave pride to those who chose EROSKI’s own brands.

Marcapropistas was not just a campaign, but a comprehensive initiative with an omnichannel rollout that used a photographic format paying tribute to the marcapropistas, together with a powerful, memorable visual narrative. And a viral stop-motion spot.

The strategy was designed on a 360º architecture that integrated every possible channel to ensure a multiplier effect: national and regional TV: prime-time spots on Atresmedia, Mediaset and platforms like Netflix and Amazon Prime. Radio. Out-of-home and point of sale. Social media and influencers. Digital content in media outlets such as El País, MujerHoy, Telecinco.es and La Vanguardia.

Plus the internal channels: activating all 28,000 employees to align the entire organization with the campaign’s purpose. And technological innovation: using AI in programmatic video and Salesforce Marketing Cloud for audience personalization.

But beyond the metrics, the greatest achievement was the cultural birth of Marcapropistas. The concept established itself as a symbol inside and outside the organization, turning the purchase of private-label products into a shared, emotional statement.

A clear example of how a brand can reclaim its value and, at the same time, turn a category into a statement of identity. In a sector historically ruled by price, EROSKI managed to turn its private label into a symbol of quality, pride and belonging. It not only changed how consumers perceived the brand — it marked the beginning of a new era in food retail in Spain.