Manteigaria · Opening in Malasaña
Lisbon’s most authentic pastel de nata lands in Madrid’s coolest neighbourhood.
The challenge
Lisbon’s most authentic pastel de nata lands in Madrid’s coolest neighbourhood.
Launch Manteigaria’s first shop in Malasaña and make a freshly arrived Portuguese brand feel, from day one, like part of one of Madrid’s most characterful neighbourhoods.
What we did
We designed a phased launch campaign with a 100% Malasaña tone. We opened with a teaser that introduced the shop as “a new neighbour”, no product, just the neighbourhood. Then came “Doors open today” on opening day, and a run of pieces that wove Manteigaria into the rituals and codes of the area: “when a place is yours, you drop a few letters. Tribu, Fuenca and now, Mante”. We produced the photography and reels at Fuencarral 93 and ran the community throughout the opening.
The idea
The strategic thinking behind it.
Manteigaria, the Portuguese home of the pastel de nata, was opening its first shop in Malasaña. The challenge: make a Lisbon classic feel, from day one, like one more neighbour in Madrid’s most authentic and modern neighbourhood.
A new neighbour
We built anticipation with a hyperlocal teaser: “Malasaña, in a few days you’ll have a new neighbour”. No product, just the neighbourhood.
Speaking Malasaña
We adopted the codes of the area: “when a place is yours, you drop a few letters. Tribu, Fuenca and now, Mante”. The brand, one more of the tribe.
From opening to routine
From “Doors open today” to joining the neighbourhood’s rituals: a pastel de nata in the sun becomes part of everyday life in Malasaña.
How we did it
The campaign journey
- 1
Estrategia
Concepto hiperlocal: presentar la tienda como "un nuevo vecino" de Malasaña, no como una apertura más.
- 2
Preproducción
Plan de contenidos en fases: teaser de barrio, día de apertura y vida cotidiana.
- 3
Shooting
Producción de fotos y reels en Fuencarral 93 con el lenguaje visual de Manteigaria.
- 4
Apertura
"Hoy abre sus puertas": cobertura del día 1 y bienvenida al barrio.
- 5
Comunidad
Sumar la marca a los rituales de Malasaña: "quedar en Mante", el código de quitar letras.
- 6
Reporting
Seguimiento de reproducciones y engagement por pieza durante el lanzamiento.
The campaign video
Manteigaria Malasaña opens its doors today.
A sample
The work, in motion
♥ 586 
♥ 615 
♥ 297 The campaign in numbers
The approach
Services we activated
As delivered: Launch strategy · Creative concept · Content production · Social media management.
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