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Alvalle
Tomato Lab
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It’s becoming increasingly difficult to find tomatoes that taste like proper tomatoes. Which is why, to give value to the good old-fashioned ones, we played with exaggeration and humour to create what is still Alvalle’s most engaged with campaign.
Scope
Strategy
Creativity
Production
Data
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Goals
To reach out to a younger digital audience with a humorous message that conveyed the reason to believe of Alvalle gazpacho.
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Idea
Nowadays, we can find tomatoes in every imaginable shape. But it’s becoming increasingly difficult to find good old-fashioned tomatoes that actually taste like a tomato.
For this campaign, we took this insight to the extreme and presented crazy tomato-related inventions to humorously highlight the plight of good old-fashioned tomatoes: the ones used by Alvalle to make their gazpacho. Because, luckily, no matter how much things change, there are still tomatoes like the ones from the good old days.
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Implementation
With dissemination on social media in mind, we created 4 video pieces that took tomatoes to the realm of the absurd alongside a mad scientist who experiments on them in his laboratory. These capsules, of less than a minute each, were posted on Facebook and YouTube in August – peak time for gazpacho consumption.
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Results
Engagement rate
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Interactions
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Reach
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Due to the number of interactions generated, to this day, Tomato Lab still has the highest engagement rate of any Alvalle campaign.
Credits
Client: Pepsico - Alvalle
Year: 2017
Sector: Food
Team:
Client Service Director: Judit Sáez
Digital Account Manager: Bea MarĂn
Head of Strategy: Luis Conde
Creative Executive Director: Uri Fernández
Copywriter: Samuel Valiente
Executive Producer: Rubens Pérez
Partners:
Production
Glassy Films
Producer
Roger Villarroya
Client:
Brand Manager: Ignacio Sevilla
Brand Manager Assistant: Elena Cárceles
Digital Marketing Manager: Daniel Godoy
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