ral d’avinyó is a catalan pork meat brand that has recovered a unique pig breed over the years, resulting in a meat with superior taste, similar to the world-famous spanish “iberico”. however, most consumers don’t know the brand. read more
ral d’avinyó is a catalan pork meat brand that has recovered a unique pig breed over the years, resulting in a meat with superior taste, similar to the world-famous spanish “iberico”. however, most consumers don’t know the brand.
benchmarking the meat industry we found the following insight: in general brands claim their products have a superior taste, that they are sustainable and they commit to animal welfare standards. however, most of these claims end up being castles in the sky, without real facts sustaining it. in the case of ral d’avinyó, as a traditional and local family business, the brand has a real commitment to a superior taste, animal welfare and sustainability.
with the main goal of increasing brand awareness and conveying ral d’avinyó’s brand truths, we created a mnemonic strategy for consumers to remember the brand name: the baseline “ralment”. this baseline brings together the brand “ral” and the word “realmente” (meaning “really” or “truly” in catalan). this enables the brand to announce their product benefits, animal welfare standards and environmental actions always reminding of the brand name: “ralment melós” (truly mellow), “ralment compromesos” (truly committed) or “ralment sostenibles” (truly sustainable).
we have applied the concept on a 360 campaign encompassing a commercial, radio ads, social ads, point of sale materials, packaging and social media content. read less
the commercial, that has been launched in 46’’, 20’’ and 10’’ pieces, tells the story behind the brand and the products through short scenes, each one explaining a different brand truth: the uniqueness of the pork breed, the animal welfare standars, the commitment to sustainability and the superior taste. read more
the commercial, that has been launched in 46’’, 20’’ and 10’’ pieces, tells the story behind the brand and the products through short scenes, each one explaining a different brand truth: the uniqueness of the pork breed, the animal welfare standars, the commitment to sustainability and the superior taste.
the story is told through a phenakistoscope, a spinning disk that creates the illusion of movement with illustrated characters. to strengthen the idea of “truth”, each of the scenes is created through rotoscopy. this means that all illustrations are based on real footage we shot on ral d’avinyó’s farms and their facilities. the end of the commercial unveils that the phenakistoscope was the brand’s key visual itself, a crown, which was spinning on a table showcasing ral d’avinyó’s most popular and delicious products. the campaign also features the famous catalan chef marc ribas, who has been a real fan of the brand for years and has used its meat in many of his recipes. he wraps-up the commercial with “ralment brutal”, a combination of the brand’s baseline and the famous catchprase he uses to finish every cooking show.
the commercial is set to the tune of an original soundtrack for the brand, including a key audio at the end. read less
with the campaign they have managed to convey the essence of our brand with a magical yet authentic touch, and to show off our product! read more
in a sector as competitive as the meat industry, our huge challenge is that people get to know our breed of pig, which is unique in the world. and that they not only understand its differential in terms of taste, but also the great effort we make in terms of animal welfare and environmental initiatives, which more than a question of image has always been a pillar of our family business.
krieen understood our challenge perfectly and with the "ralment" concept they found a memorable idea to position the brand among consumers. with the campaign they have managed to convey the essence of our brand with a magical yet authentic touch, and to show off our product! i also want to highlight their passion and constant involvement. ralment brutal! read less
the campaign also encompasses a number of radio ads, each one telling a different brand truth from the commercial. the main goal behind the ads is creating awareness of the brand “ral” among consumers. all radio ads feature marc ribas as the official brand ambassador and finish with a custom key audio for ral d’avinyó.
to strengthen the concept of “truth”, we have created a series of short videos that show how every illustrated scene of the commercial turns into real footage featuring real farmers, pigs and employees of the brand. additionally the videos give relevant facts & figures about each brand truth.
