Header Dacsa. The Valencian

Arroz Dacsa:
The Valencian Who Couldn't
Make Paella

Brief and Objectives

Our objective was to engage with Valencians and communicate one of the brand's main characteristics, hitherto unknown to the general public: Arroz Dacsa is one of only a few brands of rice with a Valencia Designation of Origin.

Briefing Arroz Valenciano

Our objective was to engage with Valencians and communicate one of the brand's main characteristics, hitherto unknown to the general public: Arroz Dacsa is one of only a few brands of rice with a Valencia Designation of Origin.

Estrategia de Arroz Dacsa. El Valenciano que no sabía hacer paellas

Strategy

Arroz Dacsa was popular among a more mature, traditional public. We wanted to engage the younger generation and rejuvenate the brand with new conventions.

We produced a digital campaign with insights into Valencian society and an entertaining approach to engage young people.

Arroz dacsa. Campaña el valenciano.

Idea

In Valencia it's impossible to talk about rice without mentioning its signature dish, paella. Paella is a dish that unites families - the recipe is handed down from generation to generation. But there are still many Valencians who don't know how to cook it. We decided to show the world this reality in the short "The Valencian Who Couldn't Make Paella", the story of a typical Valencian under pressure from society because he couldn't cook the famous dish.

Arroz dacsa, autobús

We presented The Dacsa School of Paella for Valencians, a real school that used to teach Valencians how to make paella. Pupils could take classes given by paella master chefs for several months.

Delantal. Arroz dacsa
Arroz dacsa. Bolsa
Arroz dacsa. Libro

VIDEO SHORTS

To remind the public that The Dacsa School of Paella for Valencians was waiting with open doors, once the campaign was underway we launched two new video shorts focussed exclusively on bringing the public into our school. We used humour to shine a light on the uncomfortable truth at the heart of our campaign: not all Valencians know how to make a good paella. So we invited all those who felt we were talking about them to a free master class given by one of our rice master chefs.

The creative concept was adapted for the Valencian Fallas festival with the creation of the Romero Effigy: a real Fallas effigy representing all the Valencians who couldn't make paella. It would burn in the bonfire at the Pilar Falla on St. Joseph's Night, thereby doing away with all the prejudice, shame and insecurity that, thanks to The Dacsa School of Paella for Valencians, was now a thing of the past. The Romero effigy was on show for the whole of fallera week. Thousands of Valencians and tourists filed past and took their picture with him.

Results

The campaign was a huge success. Very soon Dacsa was positioned on the market as a fresh, young brand with a sense of humour. We achieved the campaign's main objective and showcased its Valencia Designation of Origin.

191,887
VIEWS on YouTube
4th
MOST VIEWED ADVERTISEMENT
IN SPAIN on YouTube in October
€150,000
EARNED MEDIA VALUE
1,500+
COMMENTS posted
600+
POSTS SHARED
4,500+
NEW FOLLOWERS
on Facebook and Twitter
500+
VALENCIANS ATTENDED
The Dacsa School