Segura Viudas launches its digital campaign “Tribute” starring Juan Avellaneda and Sandra Majada, which reinforces its position “Respect for the roots”

• Segura Viudas decides to to stand up for digital media to launch a close and emotional digital campaign in order to consolidate the message of its campaign

Segura Viudas, the Premium brand of Cava, is renewed and is committed to digital media to reach its consumers with its new digital campaign “Tribute” starring Juan Avellaneda and Sandra Majada, which reinforces its brand positioning “Respect for the roots”. The campaign invites the public to reflect on the habits that people have to relate to others since they define the way of acting of each one. For this reason, quality moments and tradition are the two concepts that best define Segura Viudas, giving a special touch to its cava and making all these moments a great tribute.

“Our new ‘Tribute’ campaign arises from the relationship that exists with our own consumers. For us, it also has a special meaning, and refers to the fact of being able to receive our loved ones at home and treat them in the best way. They have always told us that offering a bottle of Segura Viudas was a tribute, respect, gratitude for being sharing that moment and the joy of sharing. That is why we understood that where there is a Segura Viudas, there is a Tribute. In addition, the attributes of our brand, which are tradition, quality, the experience of many years of knowing how to make excellent Cavas and still wines”, explains the Marketing Director of the Freixenet Group in Spain – Gabriela Rivieccio.

The campaign places Juan Avellaneda -who already collaborated with the brand in previous years- at the centre of its strategy, and Sandra Majada -who joins as a new host-, two people very close to the values ​​and personality of Segura Viudas. The other protagonists of the campaign are the Segura Viudas Cavas, which also continue to accumulate recognitions for their quality. Brut Reserva has received gold medals in 2021 at Mundus Vini, Concours Mondial de Bruxelles and Premis Vinari; Brut Rosé is a gold medal and the only Cava included in the Top 10 of the best sparkling wines in the world by Effervescents du Monde, and the iconic Reserva Heredad has received a high valuation of 90 points by Wine Spectator.

The new digital campaign will be in the media from December 1 to January 11, with a presence in Online Video: Youtube & Video platforms, Social media, and display formats of different media related to the target.

The filmmakers of this campaign are the Havas Creative team, the Producer is La Joya, and the director is Toño Mayor. The media centre is MediaCom.