Share the secret

The Government of Aragon promotes an active policy in the marketing of agri-food products. The objectives of this agri-food promotion are to promote the knowledge of Aragonese agri-food products, to support their commercialization both in national and international markets and to raise the perception of their quality.

The Government of Aragón and Aragón Alimentos detected that there was a great problem of lack of knowledge of Aragonese food products, both outside and inside the community itself. That is why they created, after an extensive research process, the logo “Share the secret”. With the intention that all Aragonese agri-food companies and institutions would unite under the umbrella of this logo and promote our food to the entire population. The need arose to create a campaign to publicize the logo and all that it represented.

We started working with the slogan “Share the secret” as the core of the campaign concept. Something very valuable that must be told. Using the food of Aragon as the main protagonist, we unveil them little by little, starting with macro shots until revealing them one by one, elevating them to the category of art. This allows us to play in all the pieces of the campaign with very suggestive and artistic macro images together with food compositions that make them desirable for the viewer, thus achieving the goal of making our Aragonese food known and sharing our most precious secret.