La Capital by Lamine, the brand’s spiciest edition yet
Client
Capabilities
Date
10/10/2025
In 2025, GBfoods chose VCCP as its new creative agency for Yatekomo in Spain. The challenge was clear: to revitalise the brand and connect with a new generation of younger consumers — bold, passionate, and deeply immersed in football and digital entertainment culture.
The launch needed to capture Yatekomo’s energy and convey the authenticity and character of a very special collaboration with Lamine Yamal and his Kings League team, La Capital.
VCCP responded with a 360º campaign for the launch of Yatekomo La Capital by Lamine, a limited edition featuring two new spicy flavours: Fuego and Infierno.
The work combined product innovation with fresh and daring communication, creating a narrative that celebrates passion, play, and authenticity.
The agency partnered closely with Yatekomo to deliver an integrated platform spanning TV, digital, and point of sale, featuring popular streamer and YouTuber La Cobra, president of La Capital, further strengthening the connection with the Kings League universe and younger audiences.
The launch of Yatekomo La Capital by Lamine brought new energy to the category, attracting consumers eager for intense flavours and bold experiences.
The collaboration between GBfoods and VCCP has become a true alliance built on strategic creativity, passion, and flawless execution.
From the very beginning, VCCP completely understood what we wanted to communicate. They were fully committed at every stage, and that shows in the outcome — an impactful campaign that will help us connect with younger audiences. Mireia Mulet, Marketing Director Spain at GBfoods
Meanwhile, Beto Nahmad, Executive Creative Director at VCCP, summed it up perfectly:
“This goes far beyond a campaign — it’s teamwork in its most authentic form.”
