To relaunch Jumpers we created Antipostureo, through which the brand proclaimed itself authentic and true to itself in the face of changing fashion and trends. We then launched an anti-campaign that connected with a younger audience and exceeded all expectations, going viral and garnering press attention.
Jumpers is a popular snack brand that seems fixed to the 80s: a logo that’s divisive at best, packaging that’s hardly changed in decades and originally from Ejea de los Caballeros (Zaragoza). Our objective was to reboot the brand, creating a point of view and a territory that would connect it with a younger audience to make it top of mind with consumers once again.
The vast majority of brands are constantly changing and modernising to adapt to current tastes and fashion trends. Their quest for differentiation all too often leads them to the opposite: they end up blending in and become noise, losing their original identity in the process. That’s why, when we began working on the Jumpers reboot, we knew that the brand’s uniqueness was going to be its differential value, its strength.
And that’s how the concept of Antipostureo was born: a vindication of the authenticity, of being oneself at a time when everything is impeccable and everyone is perfect. Hence the “anti-campaign” concept, focused on breaking down the product category’s traditional communication language and giving all the prominence to the product itself: as tasty as ever, and bags full to the top with product, something that consumers highly appreciate.
Also, we ensured the execution was polished in terms of tone and style: this was key in order to be consistent with the brand’s new positioning. We created a tone and a visual universe based on the brand’s identity, using a language and a style that left no room for complexes.
“Our younger customers are tired of ads where appearance is everything. Besides, there was no point in us treating Jumpers like a modern brand when it’s never been that. It may not be modern, but it’s much-loved. That's why we decided to double down on its authenticity, a strategy that helped us reach our audience.”
Luis Conde Director of Strategy
The Antipostureo concept required a decisive launch. That’s why we worked on a manifesto that broke all the rules of digital communication: no influencers or foodies, or no polished design or trap music... quite the opposite in fact. We produced a video followed by an “Anti-logo”, where we openly laughed at the brand’s own image, declaring that the brand is happy with its own imperfections.
Then came the great reveal for many users, the Jumpers: although they are star-shaped, they’re actually frogs — a manufacturing error that we wanted to own. We launched an offbeat item where the product vindicated its true identity, surprising hundreds of users, who quickly shared the video, posted comments and even created memes. Jumpers became a Trending Topic on Twitter, with posts by some of the platform’s prominent personalities and an impact that caught the attention of the press. All this led us to launch a statement from brand HQ in record time; ranagate was born, which even came with its own motto: always ranas, never inranas.
A few days later, and continuing with the campaign’s storytelling, we published the Anti-ad: a longer item which literally didn’t say anything. This was accompanied by interaction formats that covered each of the messages and significant community management work, which was key to achieving a fluid, face-to-face dialogue with users.
“Jumpers is the perfect example of what happens when creativity, media and data work together, mixed in with great community management. This synergy allowed us to react very quickly to what was happening on the platforms, for example we created content in response to user comments, especially in the debate between stars and frogs. That’s also why we incorporated TikTok into the campaign, which proved to be another success.”
Marc Graells Account Manager
Media & Data Strategy
Our media activation strategy played out in two phases: the first phase had to do with awareness and focused on video views, while the second phase focused on user interaction. We segmented our audience into two age groups (14-20 and 20-30) and also by interests.
We then sought strong impact frequency by launching different creative assets that helped build the campaign’s storytelling, to avoid saturating users with the same item and to ensure the new territory was assimilated in a memorable way.
To all this we added a mix of media channels that complemented one another and to which we incorporated TikTok in a second phase, after realising that the campaign had reached the platform organically. This decision helped us expand coverage and strengthen the connection with our youngest audiences: the reception of the items on TikTok was spectacular.
We monitored the results of the campaign daily thanks to our own analytical model that incorporated social media, paid media and social listening and allowed us to have a global vision of the entire ecosystem, including real-time user feedback. This allowed us to react in record time and generate new items based on the conversations on the platforms, amplifying the scope of the project.
In general, the strong performance of the campaign allowed us to overcome the biggest challenge faced by paid media campaigns: maximising the impact with the smallest possible budget. In this case, we saved 25% on media spend.
Sorpresa en las redes al descubrir en qué se basa la forma de los Jumpers en realidad: "Toda mi vida engañado"
Un tuit de la marca de patatas Jumpers provoca un tsunami de reacciones: la revelación que lo cambia todo
The campaign achieved 150% of its objectives with only 75% of the planned investment in media.
“Quality shitposting”, “Finally an ad that tells the truth,” “Best of 2020,” “My thanks”. Since its launch, the campaign has received hundreds of positive comments and compliments from users, as well as making the brand a Trending Topic on Twitter. A resounding success for the campaign’s first items, which are just the beginning of a series of actions to be launched between the end of 2020 and 2021.
Food and Drink
Ana Clara Roverso