Lo que se cocina en tu cocina

In 2017 La Campagnola needed a masterbrand campaign that expressed one positioning for the whole brand and, at the same time, let each of its sub-brands show up.

In 2017 Mashin defined a new positioning for La Campagnola from the concept "Lo que se cocina en tu cocina" (what is cooked in your kitchen), an idea that represents the reality of Argentine kitchens and homes, without the usual artifice of food advertising.

The positioning became a TV commercial produced by Argentina Cine, with a digital, homemade look as homemade as the brand's recipes, and a call to action to continue the conversation online. That conceptual umbrella made room for all of La Campagnola's sub-brands and placed the brand close to the real Argentine family.

Mashin ruled out two paths for La Campagnola. The first was the category's "advertising fantasy": spotless kitchens and catalog families did not represent the people who actually cook with the brand.

The second was conventional advertising production: a polished look would have contradicted the concept, so the team chose a digital, domestic register.