I Do — Let’s Conquer the USA and Japan Together

Cava and Jamón Serrano — products with a Protected Designation of Origin and Traditional Specialty Guaranteed — don’t just pair beautifully together; they also share a love for travel, and more specifically, a desire to conquer the American and Japanese markets.
From this spirit of exploration and passion for craftsmanship, a singular partnership was born — one that will showcase its talent across Tokyo, Osaka, New York, and San Francisco over the next three years.

Before setting off, they needed three things: a shared positioning, an action plan to make it known, and financial resources.
Since both products are made of time — and their quality is the result of generations of know-how — we chose”The Reward of Time” as the campaign’s motto and soul. A highly seductive promise in cities dominated by stress and products designed to be consumed in a rush. Time is the ultimate contemporary luxury, and our campaign is an invitation to slow down and enjoy. Because as everyone knows, in Spain we are masters of the good life and good food.

As for the resources, together with our clients we secured a European Promotion Program totaling €3 million, which will fund a campaign combining communication with product sampling to leave a lasting impression on the most discerning professionals and gourmet consumers in both countries. This way, we’ll reach consumers hand in hand with their culinary tastemakers.

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