«The Valencian who didn’t know how to make paellas» marked a before and after in Arroz Dacsa’s communication strategy. That first campaign gave rise to the construction of its own identity, a tone of communication that customers value and demand year after year and that, above all, favored the consolidation of a position that builds on the Designation of Origin Valencia as never before. made.

This is a brief review of each and every one of the campaigns that we have worked on for the Arroz Dacsa brand, with its particularities and anecdotes, but always with the focus on the same objective: to make Arroz Dacsa the authentic rice of Valencia.

Chapter 1: It all started with Romero

This beautiful relationship with Dacsa Group began in 2015. As fate would have it, we met at the right time: a brand that wanted to change its communication, led by Lorena Lázaro and Ricardo Císcar Bayarri and an agency that wanted to eat the world.

The big decisions we made were:

– Appeal to the feeling of belonging. 90% of the production of Arroz Dacsa has the seal of the Designation of Origin Valencia, an important differential value.
– Communicate humorously.
– Generate brand experiences.
– Rejuvenate the target, reaching younger profiles, regardless of gender.
– Modify investment in media, where 70% was invested in digital.

When we got to thinking, we identified a very powerful insight:

«If you are from Valencia, everyone assumes that you know how to cook paella.»

Thus was born «The Valencian who did not know how to make paellas», a short film that told the story of Romero, a young man from Valencia who, despite being born into a family of paella masters, did not know how to cook paellas.

Chapter 2: The paella league

And the best way to put what you have learned to the test is to jump onto the pitch to measure your skills as a paellero or paellera. The Official Paella League was a complete success. A branded content that brought together hundreds of paelleras and paelleras from the Valencian Community to compete for a succulent cash prize and its weight in Dacsa Rice.

The idea was born from an insight:

“In Valencia, making paellas is quite a competition.”

The pique can be seen every Sunday in most Valencian homes, where family and friends face the stove to overcome their opponents and boast of being the best paellera teacher or teacher.

We decided to turn this rivalry into an official team competition, with its qualifying round, its semifinal, and final, with a pitch, a space reserved for the fans, and an exceptional jury. We announced the event through a spot, and the call was a complete success. So much so that the Paella League became a fixed content for the brand in successive years, parallel to the rest of the campaigns.