The truth is that, as a result of the coronavirus, awareness has grown for the support of national businesses and for proximity purchases Cuba Email List. This was indicated by the results of the new edition of the AIMC Brands, which indicated that the most important growths in terms of place of purchase have been registered in specialized establishments close to the home, such as bakeries (36.9%, figure 3.1 points higher compared to 2019), fruit and vegetable stores (33.6%, with a growth of 2.5 points higher than a year before) and butcher shops (29.3%, a figure that increases 2.6 points compared to to the one registered the previous year).
That is the insight that runs through, for example, “Always by hand”, a campaign developed by the creative agency PS21 for Alvalle, in which its farmers are honored, noting that 98% of their vegetables are picked by hand, one by one , in the Murcian orchard. Local consumers also toured the launch campaign for “Big Good”, the hamburger with which McDonald’s showed its support for the community and the local economy. The food chain also reported that more than 70% of its purchase volume comes from Spanish suppliers or those based in Spain.
Something similar has happened in the tourist field. The end of the limitations on national mobility and the progress of the vaccination process have led to a recovery in Spanish spending on inland tourism. According to BBVA Research data, in the last week of June this already exceeded, by 4%, the expenditure made in the same week of 2019. The last campaign of the Extraordinary Holiday Draw, designed by Contrapunto BBDO for the National Lottery, has made the “Holidays of always” in the protagonists of his message. It is also the case of Spotify, which in recent days has opted for orchestras and town festivals to publicize its new playlist.
And this trend towards the local has been seen in the commercial communications of companies, especially those with national origins, but also in multinationals that include Spain among their markets. Popeyes, owned by Restaurant Brands Iberia, has been one of the companies that has opted the most for this in its expansion strategy throughout the national territory. Before the inauguration of its first establishment in Valladolid, the brand invited the residents of the town of Pollos to judge its letter in advance; while upon landing in Valencia he paid tribute to the clubbing movement in Spain with the help of disc jokeys such as Paco Pil with “La Ruta del Marinao”. In Andalusia, with his new restaurant in Chiclana, he opted for the joke.
For the brand, beyond specific marketing actions, the association with culture serves to build a storytelling that establishes links with the different geographical points where it offers its products. “Without forgetting that we are a company of American origin, it is very important for us to connect with the Spanish and adapt locally to the country,” explains Yvette Altet, Marketing Director for Spain and Portugal at Popeyes, in statements to Reason Why. “We want the public to get to know us by connecting with them on a cultural level. Through the local you also build your brand ” socialposts.