Fartons Polo es una empresa familiar con más de medio siglo de experiencia,dedicada a la producción de fartons y derivados de la chufa. Para esta campaña buscaba un giro en su comunicación, hasta la fecha basada en insights locales y poco representativos de su envergadura empresarial. La marca es conocida principalmente por sus fartons, cuando la realidad es que su gama de productos es mucho más rica y variada.
To publicise their full range of products and, above all, improve their brand recognition, we said goodbye to local insights and typical, local in-jokes to tell a more universal story that everyone could empathise with. To achieve this, we used a recognisable insight from beyond our borders, building an animated short story that enjoyed the collaboration of one of Valencia's most valued illustrators worldwide: Paco Roca.
This is how we gave birth to "Tiger Nut Blood: the history of the people who had horchata in their hearts", a work of fiction that tells the story of the people who literally had tiger nut milk coursing through their veins, and who decided to share their gift with the rest of the world.
The story posed a kind of uncomfortable reality: we are all living such stressed-up lives that maybe a little tiger nut milk wouldn't be a bad thing for our blood, so we can take things a little more calmly. This is how we turned a quaint, outdated concept into a terrain offering more positive perspectives, helping us to generate content in social networks.
To round out the campaign we went one step further, allowing people to exchange their very own blood for “horchata”. By which we mean that we reached an agreement with the Valencian Community Blood Transfusion Centre, convincing them to offer horchata and fartons to all blood donors as the main after-donation snack.
The campaign obtained a fantastic reception in the media, with nearly one million views on Facebook, Twitter, Instagram and YouTube, plus thousands of comments, interactions and shares over a two-month period.