NO
NECESITAMOS
ADITIVOS
YOSOY
AWARENESS CAMPAIGN ‘22-23
our
mission
To create a campaign to raise awareness among consumers about the additives used daily by the food industry and lay our cards on the table to prove that producing food without additives is possible.
Our
SOLUTION
We launched the campaign “NO N3C3S1TAMOS ADITIVOS” (we don’t need additives) with a clear objective: to shed a light among consumers about the presence of additives in our day-to-day lives and to start a movement to eliminate them from the food industry. We wanted to make it clear that YOSOY doesn’t need additives.
Through a campaign that lasted several weeks, we carried out various actions in the streets of Madrid and Barcelona and raised awareness online and offline by having a broad reach on social media.
Creative Direction by Carlota Serra Cabré, film produced with Vivir Rodando and directed by Júlia Peña.
STORYBOARD
*All recipes in these spots have been made 100% with the products advertised without food stylists to fix them up, so basically, without additives.
On October 8th, the two cities woke up with wildposting posters highlighting the most common additives in vegetable drinks and inviting citizens to discover what they drink. The QR directed users into our landing page where users could discover more about additives.
Billboard
We hung a billboard in the centre of Madrid that again declared that what is good does not need additives. To win over the people of Madrid, we alluded to the capital.
OPIS
For the second time, we filled the cities of Madrid and Barcelona with an OPIS circuit to continue giving our message that we don't need additives, using typical recipes from each of the cities to get closer to users and compare their best-known dishes with the flavour and the authenticity of our drink.
“Your grandmother's cannelloni do not need additives. Neither do we.”
Lastly, we planted two giant bricks in the Plaza Castilla coach station. We offered passersby a choice between a coffee with or without additives, demonstrating that if consumers had all the information, they would always choose a diet without additives. This point became visible by creating a long queue at the YOSOY brick, choosing it over the competition.
PR ACTIVATION
DIGital & SOCIAL MEDIA
We supported networks with content related to the campaign, reaching more than 1.2M impressions and earning more than 2,500 organic followers in 1 month.