Since it was launched, the Peru Country Brand’s tactical campaign, “The Taste of Victory,” has gotten to savor two major international advertising awards.
First, it captured the Sol de Oro (Gold Sun) in the Promotional Marketing category at the “El Sol” Latin American Advertising Festival in San Sebastian in June.
More recently, it won the Sol de Bronce (Bronze Sun) at the Ibero-American Advertising Festival (FIAP) for Innovation in the Ambient Advertising discipline, according to the Peruvian Export and Tourism Promotion Board (PROMPERÚ).
The campaign’s video, filmed during the soccer match between Peru and Uruguay, shows how in addition to Peru sealing victory in the game, Peruvian food won over the taste buds of Uruguay’s fans, who forgot all about the game when Peruvian food started making the rounds in the stands.
The tactical campaign “The Taste of Victory” is part of a strategy devised by the Peru Country Brand to solidify Peruvian food’s global acclaim and make Peruvians proud of their culture.
This campaign, masterminded by advertising company J. Walter Thompson, was rolled out in Peru and abroad on the Peru Country Brand’s social media accounts like Facebook, Twitter and Instagram. The ads were also run on the country’s main online channels.
About the El Sol Latin American Advertising Festival:
The Festival was founded in 1986 by the Spanish Marketing Agencies Association (Spanish acronym: AEACP) to promote the creativity of Spanish advertising. The goal was to create a space for identifying the best campaigns and to help encourage excellence in the profession.
In 2003, the event organizers decided to invite all Spanish- and Portuguese-speaking countries to participate, including the Hispanic market in the United States, so the festival went global and became an essential point of reference for those taking the pulse of worldwide advertising trends.
Now the festival receives more than 2500 entries and is attended by more than 1500 people. The El Sol Latin American Advertising Festival can be described as the year’s most important showcase of Latin American creativity in an international and multimedia milieu.
About the Ibero-American Advertising Festival (FIAP):
The FIAP was the first Ibero-American advertising festival, and the most important one in the Spanish- and Portuguese-speaking world. Each year, more than 8500 submissions vie for awards in various categories, and more than 2500 people from Latin America, the United States and Europe participate.
The event is attended by top communication professionals from all over the region: advertising creatives, media representatives and advertisers.
The week-long festival features exhibits in the areas of television, radio, media innovation, Internet, and graphic design, as well as the Creative Youth Marathon, conferences, workshops, award ceremonies, panel deliberations, press conferences, cocktails and a closing banquet.