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Brands claim local identity and custom in advertising as a means of connection

Despite globalization, brands rely on local elements to communicate products, services and purposes
The change in habits generated by the pandemic is one of the main causes of this widespread movement

Tarifa, Segovia, or Pollos, in Valladolid. These have been some of the scenarios that have hosted the advertising campaigns of such prominent brands as Pepephone, Burger King or Popeyes croatian email addresses. Provincial capitals or small towns that, in the face of the large cities of our geography and in the face of marked globalization, have helped companies to connect with their public.

The local identity and the traditional tone have experienced a boom in advertising
In recent months, cosmopolitan cities such as Madrid or Barcelona, ​​have yielded part of their prominence to other locations in the geography of our country, such as Granada, the streets of a La Mancha town, or even the furrows of a land sown with wheat. And it is that the advertising industry seems to have found in the local identity and the traditional tone a new territory from which to communicate its products and services, but also its citizen purposes.

Recently Mapfre Spain and the SrBurns agency have presented “Climatic proverb”. The campaign pursues the objective of making the population aware of the benefits of responsible purchasing and its importance in the fight against climate change. For this, he has chosen to update the rhymes of the Spanish proverb and adapt them to the contemporary meteorological reality, so different from the classic version.

This is the latest example of how companies have approached what is ours, the idiosyncrasy of the country to launch messages, not only commercial, but also committed. A trend that, from the agency, they consider has been accelerated as a result of the impact of the pandemic on our consumer habits and behaviors. “The reality is that after what we’ve been through, we’ve rediscovered what we had. Circumstances have forced us a bit to go back to the local, to inland tourism and to local commerce ”, explains Ana García, Associate Creative Director at SrBurns. “The cause has not been the most positive, but it has made us reconnect with the possibilities of what we can do here socialposts.”

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