"Tomate en estado puro" ("Tomato in its purest state"); with this slogan, Bonnysa is launching an advertising campaign to promote its fresh and natural grated tomato, which has once again won the Flavor of the Year award.
The campaign will be on television with a spot showing the first day of a field laborer, who witnesses firsthand everything the company does in every stage, from the seed until the tomato is harvested, and in this case, transformed into fresh grated tomato. "The pampering and care," as the company's Marketing Manager describes it, "makes you fall in love with the main ingredient and makes it very difficult to dissociate yourself from it."
"With this spot, made with a touch of humor, we want the consumer to see the passion for agriculture that Bonnysa has. In fact, it has been filmed in the real environment of our productions. What viewers get to see is what we see every day in our work. It makes us proud to be able to offer a unique product which is 100% grown and processed in Spain," said Manuel Escoda. "In this way, the company shows its producer side, which results in a fresh and high value-added pre-prepared convenience food product."
The TV campaign is being complemented with an extensive panel of online marketing initiatives (featuring influencers and opinion leaders; with initiatives in social networks and ads in different media and support in the press). The ads aims to show how some of the flagship dishes of Mediterranean cuisine undoubtedly always taste better when all the ingredients are fresh.
"A ratatouille or stir-fry, a seafood paella or a delicious pizza will motivate us to make the 'switch' to a fresher cuisine, with a very visual and online-focused point of view to capture the attention of users from the get-go," says Escoda.
"Tomato is one of the flagship ingredients of Spanish cuisine. We use it almost every day in our kitchens, so we can certainly choose a convenient and tasty version that allows us to have fresh grated tomato for an endless number of recipes. Given the quality of the fresh tomatoes, the flavor will always be extraordinary," he says.
Bonnysa will continue to carry out promotional activities with its other products, and come up with ideas for the new launches it is planning for the coming months, and which will complement the ambitious range that the company is putting together to continue to be one of the leaders in pre-prepared and pre-cooked convenience food products.
The Alicante-based company was a pioneer in the development of pre-prepared convenience food in Spain, with fresh grated tomato being one of the first products launched back in 2006. This year is marked by the award won and by the expansion and diversification achieved with the launch of new formats (up to 1.5 l) and a new range of flavors (oil and garlic, oregano, basil, etc.). The focus is still on freshness and the use of the company's own tomatoes, always grown in Spain.