"Better explain what we do and who we are". With this objective, Ametller Origen has launched the brand campaign Una manera de fer, starring Llucià Ferrer and consisting of informative audiovisual capsules where the popular presenter welcomes different guests who are fans of Ametller Origen products, such as Marta Torné, José Corbacho, and Carol Rovira.
"Since we started, 21 years ago, and until today, we have developed a unique way of doing things, our own DNA that characterizes us, and now we want to share it with our consumers. And it is thanks to our way of doing things that we can offer differential, quality foods, with maximum flavor and nutrients," explains Josep Ametller. According to the CEO, the company's vision is to be "the best option in fresh products" and to sell "different products in stores, which force us to complicate our lives." "The day we don't offer differentiated products, we should close," he reflects.
Josep Ametller: "Thanks to our way of doing things, we can offer differential, quality foods, with maximum flavor and nutrients"To make visible that Ametller Origen is a vertically integrated company that controls the entire production chain, from seed to plate,the group has sought four protagonists, four luxury godfathers,very well-known faces in Catalonia who are clients of the brand and with whom he has shot some videos that allow to publicize the elaboration process of some products, as well as to know the cultivation fields, the workshops and everything behind the stores.
How is Ametller Origen gazpacho made? And its varieties of potato omelets? Or the yogurts? These three star specialties are the common thread of the 360° campaign Una manera de fer amb Llucià Ferrer (A way of doing with Llucià Ferrer), which includes several video capsules of about ten minutes duration and where the popular radio and television presenter visits the group's cultivation fields, farms and workshop in the company of the best experts, workers and suppliers of Ametller Origen. Llucià's journey to find out what is behind each of these products begins when the guest he is waiting for dinner arrives at his house.
For example, in the first story we see how the singer Carol Rovira shows up at Ferrer's house with a detail that is not a wine, as it apparently seems, but a mild Ametller Origen gazpacho. Faced with the host's surprise, the guest urges him to learn more about the product's excellences and we see how Llucià teleports directly to the Maresme fields where Ametller Origen cultivates the tomatoes it uses to make this product, which can be found in the brand's stores all year round.
In the video, Llucià Ferrer talks with Joan Simó, R&D and Sustainability Director of Ametller Origen, who explains that the house's gazpacho is made with four different types of tomatoes (cherry, pink, pear and tomato) and also shows him the hydroponic cultivation system of the cherry variety, which allows giving the plant exactly the amount of water and nutrients it needs to produce the best tomatoes.
Next, the popular presenter visits the workshop, guided by Ramon Just, operations director of Ametller Origen, who gives him a lot of information about the production process of the mild gazpacho, of which 14,500 liters are made per week. Who invented its recipe? How many kilograms of fresh product are used per week? What technical characteristics must the gazpacho have to pass the quality test? At what temperature should the product be packaged and served? With all this learning, Ferrer returns to his apartment, where Carol Rovira awaits him, who gives him a test to find out if he has paid attention to all the explanations given by the Ametller Origen experts.