Ketal Supermarket's Latest Campaign Is a Tribute to What Could Have Been

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 let's be real, 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 guess what? They're rocking it led by their new president Daniel Pastén whose, in Henry Medina’s words, Ogilvy’s CCO in charge of the new campaign, “is beautifully crazy”.

Andrés Zamora, the marketing VP, 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. And to do that, it needed a fresh vibe. With Ogilvy's help, they've cooked up a ground-breaking relaunch, hitting all the emotional chords.

Martín Villegas, the commercial intelligence and customer experience VP, said it's all about connecting with people. It's not just marketing; it's creating an experience. It's telling stories. They're taking the first step in giving KETAL a whole new meaning.

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've been – all because he waited too darn long. A wake-up call that's not just staying at home as part of KETAL's new campaign to show off their snazzy logo but something people can adopt. A nudge to think about what needs changing before it's too late. 'Cause brands are like people, and KETAL's not just giving you a new logo; it's giving you some life advice that goes beyond the shopping cart. Henry Medina, chief creative officer of the Agency, summed it up, saying, "It's not just about the new look; it's about stirring up human emotions beyond the checkout line."