Manteigaria · Openings in Madrid
Every opening, a brand action: Madrid illustrators take over the pastry boxes.
The challenge
Every opening, a brand action: Madrid illustrators take over the pastry boxes.
Expand Manteigaria in Madrid in a market where the pastel de nata isn’t part of everyday eating. We needed to grow brand recognition, communicate the new openings and drive footfall, and position the pastel de nata as a daily habit, not a tourist product. All while competing in a city with a strong food scene and established brands.
What we did
We developed a dedicated openings strategy combining organic and paid to maximise reach and visits to each new venue. We also collaborated with Madrid illustrators who took over the 2- and 6-pastry boxes (one artist per opening), weaving the brand into local culture and turning the packaging into a talking point. Each opening stopped being just a new venue and became a brand action.
How we did it
The campaign journey
- 1
Preproducción
Concepto, guion, plan de rodaje y briefing creativo.
- 2
Producción
Dirección de arte, localizaciones, atrezzo y equipo.
- 3
Shooting
Rodaje y sesión de fotos: capturamos el material clave.
- 4
Contenidos
Edición, montaje y adaptación a cada formato y canal.
- 5
Reporting
Medición de resultados frente a los objetivos de la campaña.
- 6
Comunidad
Dinamización, respuesta y conversación con la audiencia.
A sample
The work, in motion
The campaign in numbers
The approach
Services we activated
As delivered: Openings strategy · Organic + paid · Illustrator collaborations · Content production.
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