The challenge was a tough one: to give new life to one of Spain’s most iconic campaigns from the 80s —a classic that’s been reinvented time and time again— but with a twist that made it feel truly current. Everything started with a message from Juan, a man who wrote to La Vieja Fábrica asking if they could please crush the fruit in their jams.
That message became the spark for our campaign: Sorry, Juan...
Because some things are just too good to change —especially the ones that make us who we are.
That message became the spark for our campaign: Sorry, Juan...
Because some things are just too good to change —especially the ones that make us who we are.
Across digital channels, we kept talking directly to Juan —creating songs to convince him that jam with fruit chunks is simply better.
We don’t know if we’ll ever change his mind, but ours was made up long ago.
We don’t know if we’ll ever change his mind, but ours was made up long ago.
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