Imagen del primer spot de la campaña
Gingerbread cookies weren’t very happy this Christmas. A new and strong competitor came along to substitute the traditional cookie in a new campaign targeting Hispanics for the California Milk Processor Board. Through a partnership with Bimbo, the global manufacturer of bakery items, Grupo Gallegos paired milk with pound cake (panqué in Spanish) daring consumers to try it during the holidays. Using social media, the #PanqueYLeche (pound cake and milk) campaign include three spots: Batalla entre Panqué y Galleta (Battle between Pound Cake and Cookie); La Batalla Continúa (The Battle Continues); La llamada a Santa Claus (The Call to Santa Claus), featuring how animated gingerbread men feel about this new threat and how they’re going to do everything to stop it. They even call Santa, but he tries Bimbo panqué with milk and shows he is delighted about the pairing. The campaign is also being supported with digital advertising and samplings at more than 200 independent groceries throughout California. The team responsible of the new campaign at Grupo Gallego includes: John Gallegos, the agency’s CEO and Founder; Dave Damman, Co-President and CCO; Sebastian Garin, Executive Creative Director; Luis Camano, Director of Brand Activation; Jose Netto, Art Director; Jennifer Mull, CMO; Carlos Barciela, Broadcast Production Director; Aldo Chuc, Director of Social Media; Andrew Delbridge, Co-President and Chief Strategy & Engagement Officer; and Jasmin Esquivel, Senior Account Planner.
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