EL POZO
TOSTADA.

BRIEF

El Pozo wanted to highlight that its cooked ham from the 1954 line is the number one in sales in Spain, a position built on quality, tradition, and trust. The challenge was to transfer that leadership to the digital environment through branded content initiatives that would activate the community, encourage participation, and strengthen the connection with the brand.

IDEA

In Spain we have a breakfast that makes us unique: the ‘tostada’. And El Pozo has the number one cooked ham of our country. That is where the idea for this campaign came from: to find ‘Spain’s number one tostada.’”

The campaign was built as an engagement challenge led by two influential figures: Samantha Vallejo‑Nágera and Ana from @Cocinargenial. They launched the challenge to the community and managed to flood the internet with creative submissions. The initiative was amplified through a fun cook‑off with Viva Suecia, adding entertainment, visibility, and a fresh tone that boosted organic conversation. A digital branded‑content campaign that combines strategy, creativity, and audiovisual production to showcase the leadership of the 1954 range in a distinctive, relatable, and shared way.