Building an authentic brand territory capable of preserving the essence of Serrats
- Social and campaings
- Branded content
- Community management
- Influencer marketing
- Audio-visual production
- Promotional campaigns
We are accompanying Conservas Serrats in building a brand territory where exciting experiences are shared, allowing us to nurture an authentic community. We are also promoting the different preserves and occasions for consumption, in order to reach all of its target audiences and generate a predisposition to purchase.
The digitization of Serrats: a shared challenge
The canned food sector is experiencing a moment of opportunity driven by digitization, demand for healthy, natural, and artisanal products, and growing concern for sustainability, environmental impact, and responsible fishing. There is also a growing demand for premium and gourmet canned foods, which remain attractive due to their versatility and practicality.
In this context, together with other digital companies in the DANOK collaborative network, we are promoting the comprehensive digital transformation of Conservas Serrats, aligning multidisciplinary teams under a single strategy to create a distinctive brand image and narrative, grow sales, build customer loyalty, and leverage real-time data to make more accurate decisions.
Workoholics is participating in this project by defining and activating a strategic digital communication plan, with the aim of generating brand awareness and visibility to position it in the minds of consumers, establish conversations with them, and generate a predisposition to purchase.
Consumers value brands that tell their story: family origins, tradition, commitment to the community, proximity... That is why storytelling, an increasingly important strategy for connecting with new generations, has been key in setting Conservas Serrats apart from the rest.
Branded content, the most authentic
Over the last year, we have devised and produced each piece of content we have shared on the brand's social media channels “by hand” in order to preserve its essence and remain true to that “passion for authenticity.” The main pillars of content have been recipes or gastronomic content created by creators, nutritional tips in collaboration with Dr. Arantza López Ocaña, informative publications on special dates, recommendations for authentic spots and places in the Cantabrian region, and other curiosities from the world of canning, among others.
THE POWER OF STORYTELLING and collaborations
We have also partnered with brands that share similar values and target audiences to Conservas Serrats in order to continue telling stories that move people and achieve our goals in a very natural way, without additives or colorants. This is the case with Muga, another family business dedicated to wine production and closely related to Serrats, with whom we have produced a series of content, including a podcast, a wine pairing, and a raffle for an experience in their vineyards. We have also linked up with artisan brands such as Vacía la Nevera, a project led by Rubén, an artisan who creates jewelry featuring canned foods such as sardines, tuna, and mussels.
In an increasingly fast-paced, hyperconnected, and stimulus-filled environment, we decided to create serialized content for social media that reminds us that the essentials have not gone out of style and that we just needed to pause to savor them. This is how preserved stories are born.
Serialized content for storytelling
Serrats represents a slower, more conscious, and more authentic way of being in the world. Each preserve is a celebration of what needs no filters: flavor, family, the sea, memory, respect, affection. The ideal pretext for producing “Historias en Conserva” (Preserved Stories), a series of short, everyday, real stories for social media that fit in a can... and in the heart. Moments of family, flavor, and memory that speak of what is authentic, what remains.
This is how we bring the Larrañaga family to life, the people who star in these short stories over two seasons, allowing us not only to connect with different target audiences at different times of consumption, but also helping us to convey the brand's messages and values in a more intimate, authentic, and human way.
Conservas Serrats celebrates authenticity with ‘Historias en Conserva’ (Stories in a Can): everyday stories that, through the Larrañaga family, advocate a slower, more conscious and authentic way of life, where flavor, memories and affection fit in a can... and in the heart.
ADVERTISING CAMPAIGNS THAT WET YOUR APPETITE
We have also supported the performance and digital advertising team, generating graphic and audiovisual resources for promotional activities and advertising campaigns on Google and Meta Ads. We have generated all kinds of creative content that has allowed us to perform A/B testing, identify friction points, and optimize conversion in increasingly saturated channels where it is difficult to capture attention and stand out.
To this end, we have held photographic and audiovisual production sessions that have allowed us to generate visually appealing advertisements, where the product is always the protagonist, and the rhythm and tone set a leisurely style of enjoyment and delight.
BRAND AMBASSADORS
In addition, we have carried out more than 30 collaborative content projects over the last year, with content creators and loyal brand influencers who are capable of generating trust and lasting relationships with their communities. We have relied on two high-impact profiles as brand ambassadors with a long-term vision: El Catalatas and Zihara Arrasate.
El Catalatas has helped us reach qualified individuals with a genuine interest in gourmet preserves and raise the brand's profile with each of his posts. Zihara, on the other hand, has allowed us to link Conservas Serrats with slow living and a healthy lifestyle.
Figures
Over the last year, we have boosted sales through the online store, generating traffic, visibility, and awareness on social media channels.
This increase in turnover has also resulted in a higher number of orders. Not only are more people buying, but more are also returning to make repeat purchases.
We have managed to increase traffic to the online store through valuable related content, promotional activities, and by including direct links to product pages.
More and more followers across all social channels are interested in establishing relationships and conversations, as well as in the content we generate.
Credits
- Patri Martínez
- Eneko Quintana
- Estíbaliz Sedano
- Anaitz Cid
- María Zabala
- Iker Ruiz
- Conservas Serrats
