However, despite the fact that more and more brands are joining this trend Czech Republic Email Address, the Marketing Director of Popeyes recalls that the success of communication depends on the alignment and fidelity of the message to the personality of the brand. She assures that the speech must be connected with the values and image of the company. “You have to speak from legitimacy. If you make local winks that have nothing to do with the personality of your brand, it will be imposed. You have to be careful with this type of approach, since they require a common thread ”.
This way, she says, there should be no fear that the message will not resonate with the entire spectrum of consumers, regardless of their location. This is what has happened, for example, with the latest self-promotion of the Plaza Mayor shopping center in Malaga, which with its commitment to closeness and naturalness, embodied in the faces of its own employees, has managed to go viral on social networks.
Faced with the question of whether this demand for the local will be maintained in the long term, opinions seem divided. From SrBurns they consider that it is a movement that will settle, develop and consolidate as a result of a change in mentality generated by the pandemic. From Popeyes, however, they believe that, although we are witnessing a moment in which we are evaluating what Spanish culture can give of itself, it is likely that in the long term we will look out again and at a more general vision in search of of broader communication possibilities socialposts.