Alvalle

Tomato Lab

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

  • Digital strategy

Creativity

  • Creative conceptualisation
  • Art direction

Production

  • Audiovisual
  • Graphics

Data

  • Campaign performance analysis

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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

0%

Interactions

0

Reach

0

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 Marín

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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