VCCP Spain triumphs at Best in Food Awards with San Miguel

San Miguel wanted to connect with British audiences through a very specific cultural and emotional truth: the arrival of winter in the UK and the loss of daylight hours, a shift that has a direct impact on people’s mood. The challenge was to turn that context into a relevant and distinctive brand opportunity with the power to generate conversation, affinity and real business impact.

To answer that challenge, VCCP Spain developed “Seeking the Spanish Sunshine”, an idea built around one of the most universal symbols associated with Spain: the sun. The execution turned that concept into a tangible experience in London through the creation of the largest mural in Europe in Shoreditch, a 300-square-metre piece painted by Spanish artist Asís Percales over more than 300 hours.

Every evening, as the sun set in London, the mural lit up in real time for as long as the sun was still shining in Spain.

The campaign was further amplified at a key consumption moment through “Happy Hour and a Half”, an activation across hundreds of pubs offering discounts on San Miguel, symbolically bringing Spanish sunshine to the British capital. The campaign combined urban art, technology, point-of-sale activation, digital amplification and PR to create a culturally relevant experience fully rooted in the brand’s territory.

The campaign became one of the year’s standout activations in the food and beverage sector. It won four awards at the Best in Food Awards 2026: two Golds in Activation and PR, one Silver in Digital Innovation and one Bronze in Print.

It also delivered more than 6.3 million organic impressions, coverage in more than 200 media outlets, and helped drive 9.1% off-trade sales growth in October. The result is a clear demonstration of how a creatively powerful, culturally relevant and well-executed idea can generate awareness, audience connection and real business impact for the client.