Sabe mejor no renunciar
To create a message that would reach female consumers of low-fat products.
At some point in our lives we have all had to sacrifice something: A dream, a hobby or a passion. La Vaca que Ríe Light is a low-fat product that does not sacrifice flavour; in fact it does not sacrifice anything. This is why, with our last campaign, we encouraged women to pursue their dreams, because we all know that life is so much better without sacrificing the things we like the most.
We managed to touch the hearts of our targeted consumers, making #SabeMejorNoRenunciar Trending Topic in Spain with 30,000 tweets on Mother’s Day. Women now see La Vaca que Ríe Light as a brand that understands them and helps them in their everyday lives in more ways than one.
The campaign’s videos have, to date, been viewed over 465,000 times on the brand’s Facebook and YouTube channels, exceeding the client’s targets by 784%.