Campaign for Del Cañal
Del Cañal is the 100% Salvadoran sugar cane. White, brown, refined, and powdered sugar are all options that can be found. Distributed to bring delight with traditional flavors.
Through a timeless concept, the campaign goal is to bring attention to the fact people that Del Cañal is a part of who we are as Salvadoran people.
Del Cañal launched a campaign as a result of rating at #7 in the TOM brand in the November 2021 issue of SUMMA (p. 46)
To verify this rank, the brand led a research finding out Del Cañal was named as: white sugar, the one in the orange bag, de caña... The name Del Cañal didn't add much digits in the results as expected.
Del Cañal has the potential of being pushed even further…
Objective:
Position "Azúcar Del Cañal" as the sugar of choice for Salvadorans.
The campaign concept was born as "unmatched" (Inigualable in Spanish) which then hatches as a short phrase that captures the brand promise by empathizing with the points of "pain and gain" of the customer and what Del Cañal does best:
A joyful brand that embraces the tradition of Salvadorans, always present in any memory and experience, as only a fellow countryman can do.
Del Cañal Presents
Campaign Key Visuals
Spot BTS
Crafting dummies
Lights, camera, action!
Props selection
Where can we reach our target? Started a customer journey and strove through insights to achieve a memorable campaign.
Meet niña Doris, 43 years old, mother of 2 kids, matriarch, and manufacturing worker.
With a dream that motivates her: Own a dining.
She goes on her day, waiting to go to work at the bus stop.
Commuting she started texting her children to let them know buy sugar but she couldn't remember what sugar.
Then there it is “Azúcar Del Cañal”
But her son already got it right before she finish.
At the end of the day she comes back home and can relax watching tv before bed.
The 6-month campaign aired in:
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Social media
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Television
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Radio
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Outdoors
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POS
Personalized assets and content were delivered to the media.
Social media
Television
Radio
Outdoors
POS
Due the success of the campaign Del Cañal ranked in #6 as a National Powering Brand in Central America and #4 Most Powering Brand in El Salvador in the November 2022 issue of SUMMA.
