To raise awareness outside of the summer and deseasonalise the consumption of Alvalle gazpacho.

In the minds of consumers, gazpacho is associated with good weather, but who says you can’t enjoy it in winter too?

It was this premise that inspired Gazpacho Rebels, a campaign that focused on freeing the consumption of Alvalle gazpacho from its seasonal confinements by inviting consumers to break from the norm and drink it whenever they want, whether it’s hot or cold outside.
Through the idea that drinking gazpacho in winter is rebellious, we established a humorous parallel between minor day-to-day acts of rebellion and the concept of drinking gazpacho in the winter, which, let’s be honest, as rebellion goes is a little tame.

The campaign took the form of short videos on Instagram Stories and YouTube. We launched a series of 15-second pieces that didn’t need the sound turned up, making them perfectly suited to the digital environment. This, along with the use of insights that were designed to be activated based on users’ YouTube searches, meant the campaign was a big success with a very clearly conveyed message and very positive interactions.

Alvalle also organised an action with the influencers @nutritionisthenewblack, @albertoortizrey, @miguelamunoz and @maria_castro_jato, who supported the campaign’s dispersal on Instagram.