Campaign
Condis
Creative campaign
Communication
Brand strategy
Editorial design
Photography
When Condis presented us with the challenge of communicating its promise of proximity and authenticity, we knew one thing for sure right away: we had to go beyond the obvious. Because Condis is not just a supermarket that you find in the neighbourhoods, it’s a part of them.
It was as clear as day: Condis is not only physically present in more than 700 neighbourhoods in Catalonia, it lives in them; it is part of the customs, of the impromptu chats in the aisles. It’s the butcher who already knows what you need, the greeting from the neighbour while picking out fruit, or the fishmonger who prepares your order from memory.
We wanted to convey this closeness not only geographically, but also emotionally.
With that premise in mind, we set out to create something that would represent that unique connection between Condis and its customers. It was not just about selling fresh, quality products, but about telling the real stories that take place every day in every neighbourhood.
How to summarise all this in one sentence? We tried ideas such as fresquísimos (the freshest), molt frescos, molt d’aquí (very fresh, very local), among others. But we wanted something more about people, everyday moments and local pride.
And we found it: Molt de barri, molt d’aquí (A big part of the neighbourhood, a big part of here).
A direct, warm and heartfelt claim that resonates with the closeness that Condis represents. Because you don’t need complicated things to connect; you just need to speak the same language.
To bring the claim to life, we translated the concept into a design that reflected this closeness in every detail: real people, real stories. We wanted the campaign to feel like the neighbourhood, to connect with everyday life.
Fresh and warm colours. We played with tones such as orange and blue, creating a universe that conveyed freshness, quality and confidence, without artifice.
Unpretentious typography. Warm, clean and accessible, perfect for reinforcing the message without stealing the limelight from people and products.
We developed a comprehensive campaign for CONDIS, strategically designed to maximise its impact in different media and communication channels. The action included the creation of materials adapted to the points of sale, such as posters and displays, the implementation of loyalty dynamics through contests, content for social media that strengthened the emotional link with the community, advertising inserts in the written press, and the production of radio spots. A multi-channel approach that ensured a consistent message and enhanced the connection with its audience at all points of contact.
With Molt de barri, molt d’aquí, we managed to reinforce Condis’ role as more than just a supermarket. It is part of the neighbourhood, its people and its stories. A campaign that smells of fresh fruit, tastes of fresh fish and, above all, connects with everyday life. Because, in the end, who doesn’t have a Condis nearby?