The agency’s request was to emphasize the values of Quality, Tradition and Craftsmanship in the production of cold cuts produced by their client, Torre de Nuñez.
Torre de Nuñez is a Traditional Spanish cold cuts manufacturer whose hero product, Jamón Serran (Cured Ham) is a typical Spanish product.
To achieve the requested goals we decided to focus on the creation of an image clearly pictorial, based on XVII century Spanish art and literature. In particular, the work of Velazquez was our main reference.
We therefore decided to create a character from that time and age with a formal treatment that would reinforce the values of Tradition and Quality demanded by the client.
At the same time, we used a contemporary element, a microwave under the character’s feet, to add a touch of irony in relation to the conflict between good food and junk food and a clear message of the superiority of traditional produce.
The client significantly increased their brand equity within the highly competitive Spanish ham and cold cut industry. The campaign strengthened Torre de Nuñez as a company whose manufacture is based in Quality, Tradition and Craftsmanship, a signature of the company’s roots.