Food · Spain
A collaboration between gourmet tradition and children’s entertainment that needed to be promoted in the media with the same creativity as the product itself.
Santa Teresa is a brand with over 160 years of history and a clearly defined gourmet identity. Its collaboration with Disney on a range of healthy food for children was big news, but it posed a clear communication risk: that media attention would focus on Disney rather than on what the partnership said about Santa Teresa — its ability to innovate without compromising its values of quality and tradition.
The challenge was to ensure that this collaboration reinforced the brand’s positioning, rather than diluting it.
The key decision was to run an experiential campaign from the outset. Sending out a press release about a partnership with Disney would have generated one-off coverage but with no real connection to the brand. Instead, the strategy was to create a physical kit that journalists could open, try out and experience for themselves before writing about it.
The media was segmented by editorial focus — lifestyle, family, health, business — with messages tailored to each, as the same product had very different angles depending on the audience. It was not a question of distributing a generic press release, but of matching the message to the specific interests of each media outlet.
The aim was not just immediate coverage, but to strengthen relationships with key journalists who could continue to act as advocates for Santa Teresa beyond this campaign.
The centrepiece of the campaign was a bespoke kit featuring products from the new children’s range — vegetable purées, mild gazpacho and sugar-free quince jelly — presented in themed packaging illustrated with Stitch. The kit was sent to a select group of 30 journalists from lifestyle, family, health and business publications, giving them a first-hand experience of the product ahead of any formal communications.
In parallel, press releases tailored to different editorial approaches were drafted and distributed, ensuring the message aligned with each outlet’s editorial line. Interviews with target media were proactively arranged to position Santa Teresa as a leader in natural and innovative food, with the Disney partnership serving as proof of this capacity for innovation.
A campaign that turned the launch of a new product range into a strategic positioning opportunity for Santa Teresa, reinforcing its image as a brand capable of innovating without losing its identity.
"It has been a real pleasure to count on Incognito to give visibility to such an important project for us. They have understood perfectly what it means for Santa Teresa to be noticed by a brand like Disney, and they have told it with the sensitivity and creativity it deserved. The results speak for themselves".
