I think “buen provecho” is one of the hardest terms to explain to someone who doesn’t speak Spanish. And that’s exactly what we tried to do with this campaign for Chick-fil-A. Buen Provecho was all about explaining that warm feeling that goes through your veins after you’ve had a great meal and that makes you want to wish that same feeling to everyone else. We used real people who embodied what buen provecho means. A soccer coach who lives for his students. A nurse who works the night shift and has a hard time spending time with her family. And we surprised them with a meal with their favorite people.
Creo que “buen provecho” es uno de los términos más difíciles de explicarle a alguien que no habla español. Y eso es exactamente lo que intentamos hacer con esta campaña para Chick-fil-A. Buen Provecho se trataba de explicar ese sentimiento de satisfacción que recorre tu cuerpo después de haber disfrutado de una gran comida y que hace que quieras desearle lo mismo a todos los demás. Usamos a personas reales que representaban al pie de la letra ese significado de buen provecho. Un entrenador de soccer que se desvive por sus alumnos. Una enfermera que trabaja el turno nocturno y no encuentra el tiempo suficiente para pasar con su familia. Y los sorprendimos con una comida con sus personas favoritas.
Client: Chick-fil-A
Product: Brand Awareness
Idea: Buen provecho is all about having a nice meal with nice people, something that goes along with Chick-fil-A branding. And it’s a way to introduce the brand to the Hispanic market. With videos featuring real people who deserve a nice warm meal, buen provecho was brought into life.
Media: Social Media. Facebook/Instagram
Role:
General concept for social media:
- Adapt the original idea for social media.
- Produce a Canvas piece for each video, along with three additional pieces per video.
Copywriting.
- Copy for all posts and Canvas in both Spanish and English.
- Hashtag use based on Spredfast information.
Visual direction.
- General direction for visuals.