A story that’s both self-aware and and heartfelt advice.
Here’s a wild idea for a supermarket campaign. Ogilvy Bolivia gave supermarket, Ketal, a story about death and adoption to announce its new logo. Here is the story:
Ketal, the OG supermarket in Bolivia, is like the veteran rockstar who’s been around forever but needs a little rebranding TLC. Everyone knows it, loves it, but it’s been a bit neglected, and – honestly, it is seen as a bit pricey compared to its competitors. That reputation’s been hanging around for a good decade, and it was high time for a change.
So, when the new crew took over, they had a vision. It wasn’t just about bringing back the warm fuzzy feelings people had for the brand, it was about giving them some hard facts to show that Ketal’s goodies are worth every penny. They went all tech-savvy, did some serious data digging to make buying stuff easier, and gave the whole supermarket experience a tech facelift, from the aisles to the online shop in the short term. They weren’t just aiming to rule the Bolivian supermarket scene, they had their eyes on becoming the rockstars of Latin America. And they did. They’re rocking it led by their new president, Daniel Pastén, who, in Ogilvy Bolivia chief creative officer, Henry Medina’s words, “is beautifully crazy”.
Andrés Zamora, Ketal marketing vice-president, wanted to spice things up. Ketal was playing it too safe, and he was all about making the brand bold, no fear. The idea was to be gutsy about what makes Ketal stand out, creating a buzz among old and new shoppers, proving that Ketal isn’t just a place to grab groceries – it’s got heart and soul. To do that, it needed a fresh vibe. So Ogilvy dreamed up a ground-breaking relaunch, hitting all the emotional chords.
And when Ogilvy’s team sat down to write the story, they wanted it to be a truth bomb. Ries & Trout’s Law of Candor stuff. The truth? If they didn’t shake things up fast, they’d lose the sweet connection they still had with the people. So, they crafted this story of a guy making a last-minute decision that turns into a tribute to what could have been if he had waited too long. It’s not just an announcement by Ketal, but also something people can adopt. A nudge to think about what needs changing before it’s too late. Henry Medina, summed it up, saying, “It’s not just about the new look. It’s about stirring up human emotions beyond the checkout line.”
Credits:
Client: Supermercados Ketal
President: Daniel Pastén
Chief Marketing Officer: Andrés Zamora
Agency: Ogilvy Bolivia
Chief Creative Officer: Henry Medina
Project Manager: Claudia Rojas
Senior Copywriter: Gerson Irazabal
Graphic Designers: Andrés Vega, Adrián Poma, Kevin Quiroz
Head of Social: Karina Llanos
Production Company: 5to Elemento
Director: Julio Barragán
Executive Producer: Mateo Barrios
Director of Photograph: Sebastián Fernandez
Production Designer: Mariana Sandoval
Assistant Director: Alvaro Alvarez
Producer: Andrés Saenz
Assistant Producers: Fernando Corasa, Daniel Loayza
Assistant Executive Producer: Nathalie Barrios
Making of & Photography: Juan Ramos
Post Production: Boris Yampara
Sound Design: Matias Berdiales @ Polenta
