This Summer: Ajo y Agua
Launching a new product always requires ingenuity. Doing so in summer raises the bar even higher.
Choví set out to generate awareness for its new allioli range — classic, extra smooth, and sriracha — during the summer season, with the challenge of integrating the brand naturally into its audience’s summer plans in a fun, approachable way.
The campaign was built on a clear local insight: summer is a time for plans, laughter, and shared moments and Choví could be part of them as the perfect companion ingredient.
From there, we developed a strong, locally resonant platform rooted in humour. The phrase “This Summer: Ajo y Agua” became the creative anchor of the campaign, bringing the product into real-life summer settings such as picnics, barbecues, and long after-meal conversations. Classic, extra smooth, and sriracha allioli were integrated naturally, always with authenticity and a playful tone.
We collaborated with creative profiles across different universes — families, friends, and food lovers — to generate organic, relatable content. Through Instagram Reels, ambassadors shared their own summer plans with Choví, showcasing product versatility while reinforcing brand awareness in a natural, unforced way.
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The campaign successfully combined local humour, creative influence, and authenticity, positioning Choví as a natural ally for the best moments of summer.