Pedri vs Insanus: an animated spot so we do not go unnoticed by Generation Z

Plátano de Canarias has a brand awareness of 98%. In other words, everyone knows it. It is in every home, and we all know what it is and that it tastes great. What else could this brand, with which we have been working for over 30 years, possibly say?

The Canary Island banana, the favorite fruit of children, has more of a voice than Maria Callas, and the responsibility to use it for something more than just mentioning its potassium content. It was time for Social Transformation Marketing.

But what to say? Well, the issue is self-evident because Spain leads the rankings for childhood obesity, and fruit consumption among young people continues to decline.

And this is despite the fact that parents, teachers, and nutritionists are tired of saying “eat fruit, eat your vegetables”… blah blah blah… in a very serious manner. One moment—are they actually being listened to? It seems not, in light of the data.

We had to call Pedri: from the Canary Islands, young, a player for the National Team… he was perfect! Now we needed a villain. Because there is always a villain in video games (and also in life). Insanus, rise and walk! And he certainly did.

We collaborated with exceptional partners like Able&Baker and Gonzalo Guirao Sagi-Vela to create the first spot made entirely of animation. Spoiler: Pedri is winning.

This is only the beginning, because the fight continues!

In the first year of the campaign, the following results were obtained:

• Conventional TV: 63.5M impacts on families with children between 0 and 12 years old, and 254.789M on Household Purchasers
• Non-conventional TV: 18M impacts on families with children from 0 to 12 years old and more than 87M on household purchasers, through 4 “Objetivo Bienestar” programs.