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.
To reach out to a younger digital audience with a humorous message that conveyed the reason to believe of Alvalle gazpacho.
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.
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.
Due to the number of interactions generated, to this day, Tomato Lab still has the highest engagement rate of any Alvalle campaign.
Client: Pepsico - Alvalle
Client Service Director: Judit Sáez
Digital Account Manager: Bea Marín
Head of Strategy: Luis Conde
Creative Executive Director: Uri Fernández
Copywriter: Samuel Valiente
Executive Producer: Rubens Pérez
Brand Manager: Ignacio Sevilla
Brand Manager Assistant: Elena Cárceles
Digital Marketing Manager: Daniel Godoy
See other projects for Alvalle