Company: Ulled Asociados C.R.P. S.A.
Company Description: Ulled is a communication consultant with offices in Barcelona, Madrid and Lisbon, with more than 50 years of experience in managing the perception of companies to put them at the service of the business and advising them of the best strategies to generate trust and credibility.
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Food & Beverage
 Nomination Title: “Let’s Talk About Craftmanship” Campaign
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this campaign or program was launched:
January-March 2024.
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated campaign or program, OR written answers to the questions for this category? CHOOSE ONE:
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 233 words used.
Switzerland Cheese Marketing is a non-profit organization that promotes the different varieties of Swiss Cheese around the world. As its trusted partner in the competitive Iberian market, Ulled is in charge of creating memorable campaigns and events to win over consumers and reinforce Switzerland cheese profile as premium in taste, quality and authenticity.
As a world reference in the production of artisanal and sustainable cheese, Switzerland stands out for its commitment to sustainability, care for the environment and animal welfare, and the maintenance of artisanal and ancestral production methods.
Following this rationale, at the beginning of 2024 Ulled created a creative umbrella: “Hablemos de Artesanía”, roughly translated as “Let's Talk About Craftsmanship”. With this concept as a guide, and as a path for future actions, the idea is to promote campaigns aimed at highlighting the concept of craftsmanship, trades, care, savoir faire and taste for detail associated with Swiss Cheese.
The first of the actions promoted under this creative concept took place between January and March 2024 and brought together four young Spanish craftswomen and artists who embody the concept of craftmanship and who helped us to convey our message in a credible way.
When selecting the craftswomen, we wanted to link each craft to a different Swiss cheese, taking into account that there are four main varieties to communicate in Spain: Le Gruyère AOP, Emmentaler AOP, Tête de Moine AOP and Appenzeller®.
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 250 words used.
Once the profiles were identified, we created storytelling to link their profession to the production process and the particularities of each cheese:
- Jara Maldonado – Designer with minimalist lines and a high level of detail. A finesse and aesthetic taste that fit perfectly with Tête de Moine AOP.
- Marta Campuzano – The force behind the elegant Felina Ceramics, based on Galician traditions. Delicacy and tradition, just as in Le Gruyère AOP.
- María Álvarez – This young illustrator’s work uses different techniques, colors, shapes. A youthful and fun character who matches Emmentaler AOP.
- Lúa Mosquetera – Embroidery with a contemporary, groundbreaking and transgressive point of view, like the boldness and intensity of Appenzeller®.
The campaign was divided into:
- Photoshoot: The aim was to show the Swiss cheeses as pieces of craftsmanship and to portray the four artists. Shot at trendy Bucólico Café in Madrid by Darío Vázquez, a fashion photographer who has worked as assistant to Mario Testino and Annie Leibovitz.
- Press office: Press release and photos sent to a list of key media targets, including lifestyle media, daily newspapers, general and specialized food press.
- Branded content: Editorial content in two priority outlets: Tapas, a leading food and lifestyle magazine; El Mundo, one of the major quality newspapers in Spain.
- Digital campaign: To activate the digital campaign (mixed organic and paid social), we developed two types of content, in addition to the lifestyle photographs:
- Reel starring the four artisans, with statements about their work and artisanal cheese production
- Four video capsules
- If you are providing written answers to the questions for this category, you must answer this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2019. Even if your initiative started before 2022, limit your response to activities and results since the beginning of 2022 only (up to 250 words):
Total 113 words used.
Receiving excellent feedback from the client, the campaign succeeded in generating awareness about Le Gruyère AOP, Emmentaler AOP, Tête de Moine AOP, Appenzeller® and their distinctive features, using a sleek, contemporary language.
Some key quantitative results:
Press office
Two top-tier, full-page clippings in El País (Shopping & Style Segment) and La Razón, valued in 51.674€.
Branded content
Tapas: 1 print editorial page + digital news + stories on Instagram @tapasmagazine
El Mundo: 1 print editorial page + digital news
Digital campaign (15 March – 18 April)
- 1.326.081 impressions
- 745.359 reach
- 181.458 Reels views
- 207.957 engagements
- 22.986 reactions or likes
- 79 saved posts
- 57 comments
- 74 shares
- You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 11 words used.
- Photoshoot – main images (PDF)
- Reels
- Press clippings
- Branded content clippings
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