MOSTAZA, COPA AMERICA 2024 CAMPAIGN

The campaign, produced in partnership with Virgen, is centred around a vibrant and bold commercial with a touch of humour and catching energy. In this video, Dibu Martínez, much more than an ambassador, embodies the passionate spirit of Argentines for football and popular culture.

The key element of the message: the launch of the new MOSTAZA burger, with its unique double egg touch, illustrated as a symbol of boldness, taste and culture. Thanks to the participation of an iconic celebrity in a major sporting context, the content of the campaign quickly aroused strong emotions and a strong sense of national pride.

‍

1. Generation Z, at the heart of the countryside

To connect directly with Generation Z, the "Épica" campaign features three popular Argentinean actors known for their irreverent humour and ability to captivate this young target audience. These actors embody characters with a quirky and dynamic tone, perfectly representing the spirit of lightness and social connection specific to Generation Z.

‍

2. Dibu Martínez, a legend that unites generations

Emiliano "Dibu" Martínez, national hero and Argentine football star, plays a central role in the ad. As well as representing sporting excellence, he acts as a bridge between the generations, linking the advertising message to the traditional values of sport, while modernising them to appeal to young people.‍

‍

3. The boldness of this ad

The campaign cleverly uses the Argentinean expression “PONER HUEVO”, which means “to show courage, effort and determination.” By combining this popular expression with the new Double Egg Burger, the campaign plays on a humorous and symbolic double meaning, turning the product into an emblem of the daring and courageous spirit that characterises Argentina.

Viral engagement

• 8M+ views in the first week of launch

• 14M+ views in the first month

• Thousands of shares on social networks, resulting in viral spread and a high engagement rate among young audiences

Resonance with Generation Z

The campaign succeeded in renewing the dialogue between MOSTAZA and a younger audience, reflecting the irreverent tone and modernity that Generation Z expects from a brand.

Optimal Timing Strategy

The launch during the Copa America, combined with Dibu Martínez's heroic performance, added a layer of patriotic emotion to the campaign.

Increased Brand Commitment

• A significant increase in sales was observed, especially around the key match days.

• The campaign generated significant growth in engagement on social platforms, attracting new followers and increasing the participation of the existing community.

Reduced Carbon Impact  

60% carbon reduction: from 113 to 42 tonnes CO2e.

• Saved 5 international round-trips from Buenos Aires to London thanks to a local Spanish-speaking team.

• Adopting responsible measures: LED lighting, sustainable travel (train and carpooling) and optimised catering menu (50% vegetarian, no red meat).

Social Impact

• Diversity: A balanced team composed of 60% men and 40% women.

• Supporting the local economy: 80% of service providers recruited locally.

• Effective collaboration: A Spanish-speaking team facilitated communication and increased client confidence.