The healthy revolution
In 2016, Nuria Coll, director of Soy Cómo Como, asked us to participate as a creative agency in the creation of an innovative healthy eating festival. This was the beginning of a fast-paced, 4-year adventure.
We worked with the Soy Cómo Como team to create the concept for the first festival held in Mataró under the new brand Cómo Como Festival. We then established the festival over the following two years, holding it in the prestigious location of Barcelona’s port.
The festival combined in-depth and groundbreaking information on food and health, a carefully selected culinary spread and activities for the whole family.
Last year, the festival moved to the Ciudadela site of Pompeu Fabra University, continuing its commitment to Barcelona, healthy gastronomy and education.
Challenge
The concept of the festival in Spain was brand new and had to be created from scratch. Being part of Cómo Como festival’s conception was a challenge in several ways. We needed a differential value proposition to attract an audience in a market saturated with leisure proposals. The festival also had to align with the values and purpose of the project it originated from: Soy Cómo Como. On the other hand, nobody knew us and we had to create a strong communication campaign that would resonate using only organic channels and a very tight media budget. And we needed the same creativity to make the most of the space and the partnerships with exhibitors, collaborators and volunteers.
The solution
The first step was the naming and branding for the Cómo Como Festival, which has now accompanied us during all four editions. Each year the poster has been the cornerstone of our communication, and without losing its essence, we have also expanded into new creative territories to promote the event.
Secondly, for each event, we actively participated in the ideation and creation of the event space as a place of exhibition, information and entertainment, both in Mataró and in the port of Barcelona. We also helped conceptualise tailor-made activities during the event.
Every year we face different challenges. The first year we put a big focus on launching our identity. We boost the sector with a unique proposal far from the entire category. The visual identity included a rich palette accompanied by three ingredients: lemon, avocado and beetroot. The Festival was organised by zones characterised by food style. Each had its own icon and colour. This distinctive proposal was unique to other events in the sector.
The second year, in Barcelona, we made a significant effort to attract new visitors. We launched the brand on organic and paid channels. We created partnerships with stakeholders, such as eco-supermarket Veritas, to extend our reach to the audience of a festival located in Port Vell.
In the third year, we created a communication campaign under the concept of “vegetables without measure” (Verdura Sense Mesura in Catalan). To promote the concept and slogan, we recorded a song with the music group Xiula. We also encouraged celebrities and influencers to join the campaign by sharing photos with vegetables on their social networks to spread the message.
Over the years the brand, concept, collaborations, proposals, guests and space have all evolved. It has been an enriching, fun and one-of-a-kind experience that has left us with a deep respect for healthy eating and its ability to impact our lives and society.
