APPLE TREE & Keepers launch Chovi’s new campaign: “Bravísimo”

APPLE TREE and Keepers have jointly developed Choví’s new campaign for the launch of its new Brava sauce, a strategic and creative piece that highlights the spirit of Spanish bars and the cultural diversity surrounding this iconic recipe.

The campaign, whose main commercial is called “Bravísimo,” brings together two legendary television personalities: Agustín Bravo and Cañita Brava, to bring to life a story full of humor and authenticity, the hallmark of both Choví and the agencies involved. The proposal is rolled out across digital media, PR, and distribution channels, articulating a transgenerational narrative about enjoyment, gastronomic identity, and the power of sharing.

In addition to its main protagonists, the campaign incorporates some of today’s most relevant digital creators: Montoya, Benji Verdes, and Sr Cheeto, who bring a fresh perspective and connect the world of bravas with new generations, reinterpreting it through the concept of “braviolis.”

Creativity and strategy at the service of the most authentic flavor

With this campaign, APPLE TREE and Keepers consolidate their collaboration with Choví, designing a creative territory that celebrates the essence of Spanish bars: places where conversation flows amid laughter, shared dishes, and crumpled napkins.

Brava sauce thus becomes an everyday symbol of identity, capable of evoking local flavors, collective memories, and ways of enjoying ourselves that are uniquely ours.

The creative proposal also reflects the diversity of interpretations that exist in Spain around this recipe. Choví, faithful to the quality of its products, presents a Brava sauce made with tomato and paprika, with a spicy touch and made with top-quality ingredients. This launch expands its range to cater to the tastes of different regions: from the Mediterranean version, with an aioli base, to the Madrid variant, based on tomato and hot paprika. Two ways of experiencing the same gastronomic icon.

A campaign to bring the flavor of bars to any home

The new ambient format of Brava sauce allows you to enjoy its flavor wherever you want, reinforcing Choví’s vision: to bring not only a product to every home, but also a way of understanding life. An attitude that celebrates just the right amount of spice, shared joy, and the power of good conversation.