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Esta web puede causar un daño cerebral irreversible del copón. Nosotros ya estamos como fucking cabras, ¡beeeeeehhhh!, y queremos traerte al lado oscuro. Dale caña máxima al audio y locurízate. ¡Señor policeman odiamos el control de alcoholemia!
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The Happy Pantry are our reports for you to find out about the market, the world and the consumer and to stay up to date with everything that’s happening and how things are going to change. The Happy Pantry is about trends, analysis and plenty of thinking to build happiness.
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We are the country in Europe that dines later. Our desire to enjoy each day to the fullest means that our schedules are totally different from those of our neighbours on the continent. This is a deeply-rooted tradition of ours that, due to the COVID-19 crisis and the new restrictions, was taking its toll on the hospitality sector, which saw how it had to close its establishments at 10 p.m., just at the moment when diners were finally ready for their meals.
Schweppes has been praising the role of the hospitality sector in our lives for years, and wanted to send a message to society. A message that encourages us to change our habits and return to the old ones of having dinner earlier. A small gesture for some, with the potential to become a great help for an entire industry.
In these moments when bars, restaurants and all those involved need a push, we have the opportunity to help with a simple gesture.
MOVE THE HANDS OF THE CLOCK FORWARD AND HAVE YOUR DINNER AL 8 P.M.
Yes, although 8 p.m. sounds more like afternoon snack time than dinner, we could help a lot of hospitality businesses by changing this habit. For this reason and together with Schweppes, a brand committed to the hospitality sector, we launched a nice message taking advantage of the current conversation.
An OOH and digital campaign in which we ask Europe for advice in a humorous tone.
Schweppes trusted us to seize the communication opportunity in which, using some funny headlines, we asked different European countries for advice to teach Spaniards to change their habits, to adapt their schedules to eat earlier, and thus, to be able to make the most of the hours when bars and restaurants are open. We put up a canvas in one of the most important restaurant centres in Madrid, which captured the attention and the conversation on social media. The canvas was accompanied by different billboards close to the embassies in Madrid, as well as multiple posts on our social media channels.
The yellow of our canvas took over social media.
The campaign went viral in a matter of hours, with Twitter, Instagram, LinkedIn and different generalist media outlets filled up with mentions. An amazing reception by consumers that was reflected in the figures and that crossed borders, with other countries echoing the action.
Many brands responded to the initiative using friendly messages.
The campaign gave rise to interaction by both users and other brands in the industry. Soft drinks, spirits, snacks and restaurants posted messages to join us in this initiative and to give it a greater impact.
Even the outfit became fashionable.
Many users launched their memes to bring the socks with sandals forward as a trend.
The restaurants of the capital added the new dinner hours to their menu.
Some great hoteliers in Madrid such as Grupo La Rumba, Ramsés and La Cantina began to serve dinner at 8 p.m. In addition, we launched a sticker to encourage this trend among instagrammers, so that they could show off the new dinner schedule.
A campaign with which we helped the brand to gain impact and which highlighted Schweppes' commitment to the hospitality industry.