MERCADEO Versión en español
Lopez Negrete announces 1st commercial of Kraft Alimenta lo bueno campaign
7 de abril de 2014
A petición del cliente la campaña fue desarrollada totalmente por la agencia
The multicultural agency Lopez Negrete presented the first commercial Dollhouse, to form part of the Kraft Alimenta lo Bueno (Feed Whats Good) campaign, targeting the U.S. Hispanic market.Were very proud that Kraft entrusted us with this campaign. This is the first of two spots, and its an incredible project because its based on a concept we developed called Alimenta lo Bueno, which provides the platform for the whole campaign, Lopez Negrete CCO Fernando Osuna told PRODU. Osuna says the slogan reflects the values of Latinas, who as moms seek to provide the best for their kids and at the same time alludes to the values of Kraft as a nutritional product. The concept is perfect from the Hispanic point of view and fits Kraft very well as a brand and creatively allows us to come up with many ideas, he said. At the clients request, the campaign was totally developed by the agency. For Kraft its very important to target the Hispanic market and theyre not interested in an adaptation (of a general market spot) but to find the right message for the Hispanic market for every one of their products, said Erika River, director of the Kraft accounts.Osuna also said the creative challenge was to create a very human commercial that would highlight the difference it makes to have polite, well-nourished children. We want the production to look very real and organic, with very expressive kids, while at the same time being a very simple spot that relates directly to the brand and to Kraft singles, he said.
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