NUTRESA
El sabor de creer
Amidst unprecedented national polarization, Nutresa, a staple of Colombian culture for over a century, took a stand for unity. We rebranded 20 of the company’s flagship products across multiple categories, replacing standard packaging with powerful messages of faith and optimism. The campaign, anchored by the concept «El sabor de creer» became a national cultural phenomenon that generated over $200M in free press. This massive impact was driven by three key milestones: 30 million customized packages, narration by superstar J. Balvin and a high-impact billboard circuit around the stadium during the Colombian National Team’s official World Cup farewell match.
Agency: Sancho BBDO
CEO: Andrés Carvajal
CCO: Mauricio Sarmiento
CSO: Juan Camilo Laverde
DGC: Daniel Calle
Business Executive: Juan Camilo Trujillo
Executive Creative Directors: Daniel Ávila / Jorge Valencia / Sebastián Mojica
Head of Business: Sebastián Moreno
Planning: Fernando Peña / Jaime Zawadski
Creative Director: Carlos Orjuela
Copywriter: Daniel Ávila / Carlos Orjuela / Fabián Bohórquez
Art Director: Brahian Santafé / Danny González
Business Lead: Tatiana Gallego
Business Operation Manager: Sebastián Cáceres
General Creative Director of Content: Katerine Contreras
Digital Content Specialist: María Camila Orduz
CMO Nutresa: María Elisa Botero
Growth & Media Director: Fermín Paús
Growth & Media Lead: Sebastián Montoya
Content & Partnerships Lead: Juanita Díaz
Content Lead: Arturo Arvelo
Growth & Media Partner: Manuela Zuluaga / Felipe Buitrago
Production Company: Omnicom Production
General Manager OP: Juanita Rodríguez
CCIO: Diego Forero
Director: Damiana Acuña
General Producer: Mauricio Pardo
Producer: Daniela Millán
Executive Producer: Catalina Quintero
Music: Diego Cáceres
Photography: Salvación Studio
Media Agency: Publicis Colombia
PR Agency: Morera
Partner TTCX: Influur
Digital Unit: Quoka Content Creation
AT +57 310 7671968