The campaign takes place amid rising costs. According to the Consumer Organization (OCU), the Christmas shopping basket in Spain has increased by over 55% in the last decade, with an average expenditure of 796 euros per person. Traditional foods like Iberian ham and seafood have risen 5.1% compared to the previous year, according to OCU data.
The Christmas lights on Carrer Aragó went viral this year for displaying common Catalan phrases. One of them, "Qui porta el cava?" (Who brings the cava?), was selected by Freixenet, founded in 1861 in Sant Sadurní d'Anoia, for its marketing action.
The objective of this advertisement is to increase brand visibility and foster conversation on social media during one of the main consumption periods for this liquor.
In collaboration with the Havas Creative agency, the company designed a mobile billboard featuring the phrase "Jo porto el cava" (I bring the cava), which travels through Catalonia's streets. This initiative aims to position the brand as the solution to the festive dilemma.
Other popular expressions seen on the Barcelona lights that have amused passersby include: 'I demà canelons!’ (And tomorrow cannelloni!), ‘Més escudella’ (More stew), or ‘Busca el caganer’ (Look for the caganer).
