Cibi e Bevande
MRM//McCann Introduces Boycott-Proof Delicatessen Labels to Unite Society Through Food and Drink
This idea was born as a response to the political conflict between Catalonia and the rest of Spain . Catalonia is a region of Spain with a very distinct historical identity whose government seeks independence from Spain . of Catalan products from Spain , and Spanish products from Catalonia.
Half of them are labeled as Spanish and the other half as Catalan. However, by pulling the sticker that divides the label, the truth is revealed: The ingredients are the same.
At a tasting organized to launch the range, two different versions of each product were provided, Catalan and Spanish – with the truth afterwards. They were also distributed to restaurants and gourmet shops on both sides so that people could choose one or the other according to their ideology. After discovering the content was the same, they were more likely to change their minds. In addition, products were delivered to personalities and politicians from both zones.
Consumers can buy products directly from local producers from the border at www.boycottproofdelicatessen.com . and sell their products on this boycott-free online store -
This is an initiative of Tapas magazine with the aim of uniting society through food. The development of the campaign corresponds to MRM // McCann Madrid .
(Photo: https://mma.prnewswire.com/media/880077/Boycott_Proof_Delicatessen.jpg)
(Photo: https://mma.prnewswire.com/media/880078/Boycott_Proof_Delicatessen.jpg)