{"id":10170,"date":"2026-03-12T11:03:14","date_gmt":"2026-03-12T11:03:14","guid":{"rendered":"https:\/\/www.vccp.com\/spain\/?post_type=news&#038;p=10170"},"modified":"2026-03-12T11:08:02","modified_gmt":"2026-03-12T11:08:02","slug":"vccp-spain-triumphs-at-best-in-food-awards-with-san-miguel","status":"publish","type":"news","link":"https:\/\/www.vccp.com\/spain\/news\/2026\/mar\/vccp-spain-triumphs-at-best-in-food-awards-with-san-miguel","title":{"rendered":"VCCP Spain triumphs at Best in Food Awards with San Miguel"},"content":{"rendered":"<div class=\"lazyblock-text-full-width-1KbmSB wp-block-lazyblock-text-full-width\"><section class=\"fullwidth text-center\" data-aos=\"fade-up\">\n  <div class=\"container\">\n    \n    \n    <p style=\"text-align: left\">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\u2019s 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.<\/p>\n<p style=\"text-align: left\" data-start=\"544\" data-end=\"985\">To answer that challenge, VCCP Spain developed <strong data-start=\"634\" data-end=\"668\">\u201cSeeking the Spanish Sunshine\u201d<\/strong>, 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 As\u00eds Percales over more than 300 hours.<\/p>\n<p style=\"text-align: left\" data-start=\"987\" data-end=\"1108\">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.<\/p>\n<p style=\"text-align: left\" data-start=\"1110\" data-end=\"1526\">The campaign was further amplified at a key consumption moment through <strong data-start=\"1181\" data-end=\"1208\">\u201cHappy Hour and a Half\u201d<\/strong>, 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\u2019s territory.<\/p>\n<p style=\"text-align: left\" data-start=\"1528\" data-end=\"1823\">The campaign became one of the year\u2019s standout activations in the food and beverage sector. It won <strong data-start=\"1669\" data-end=\"1716\">four awards at the Best in Food Awards 2026<\/strong>: two Golds in <strong data-start=\"1731\" data-end=\"1745\">Activation<\/strong> and <strong data-start=\"1750\" data-end=\"1756\">PR<\/strong>, one Silver in <strong data-start=\"1772\" data-end=\"1794\">Digital Innovation<\/strong> and one Bronze in <strong data-start=\"1813\" data-end=\"1822\">Print<\/strong>.<\/p>\n<p style=\"text-align: left\" data-start=\"1825\" data-end=\"2189\">It also delivered <strong data-start=\"1843\" data-end=\"1888\">more than 6.3 million organic impressions<\/strong>, coverage in <strong data-start=\"1902\" data-end=\"1933\">more than 200 media outlets<\/strong>, and helped drive <strong data-start=\"1952\" data-end=\"1994\">9.1% off-trade sales growth in October<\/strong>. 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.<\/p>\n<p data-start=\"2191\" data-end=\"2271\">\u00a0<\/p>\n  <\/div>\n<\/section><\/div>\n\n<div class=\"lazyblock-quote-full-width-Z4hs1a wp-block-lazyblock-quote-full-width\">  <section class=\"fullwidth fullwidth--top-lg text-center\" data-aos=\"fade-up\">\n    <div class=\"container\">\n\n      <blockquote class=\"blockquote\">\n        With \u2018Seeking the Spanish Sunshine\u2019, we wanted to show that great ideas are born when you connect a cultural truth with a brand. The sun is one of the most powerful symbols associated with Spain, and turning it into a real medium in London allowed us to create an experience that felt relevant both to people and to the consumption moment. It makes us proud to see how such a simple yet culturally powerful idea can generate conversation, business impact and creative recognition. \n        <cite>Jes\u00fas Mellado, Creative Director at VCCP Spain<\/cite>      <\/blockquote>\n\n    <\/div>\n  <\/section><\/div>\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":23,"template":"","categories":[191],"class_list":["post-10170","news","type-news","status-publish","hentry","category-agency-news"],"acf":{"author":false,"capability_ids":[],"client_id":"","hero_video":"","hero_image":{"ID":10173,"id":10173,"title":"BEST!N STILL 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10:53:22","menu_order":0,"mime_type":"image\/png","type":"image","subtype":"png","icon":"https:\/\/www.vccp.com\/spain\/wp-includes\/images\/media\/default.png","width":1920,"height":960,"sizes":{"thumbnail":"https:\/\/www.vccp.com\/spain\/wp-content\/uploads\/sites\/3\/2026\/03\/BESTN-STILL-VCCP_1920x960-150x150.png","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.vccp.com\/spain\/wp-content\/uploads\/sites\/3\/2026\/03\/BESTN-STILL-VCCP_1920x960-300x150.png","medium-width":300,"medium-height":150,"medium_large":"https:\/\/www.vccp.com\/spain\/wp-content\/uploads\/sites\/3\/2026\/03\/BESTN-STILL-VCCP_1920x960-768x384.png","medium_large-width":640,"medium_large-height":320,"large":"https:\/\/www.vccp.com\/spain\/wp-content\/uploads\/sites\/3\/2026\/03\/BESTN-STILL-VCCP_1920x960-1024x512.png","large-width":640,"large-height":320,"1536x1536":"https:\/\/www.vccp.com\/spain\/wp-content\/uploads\/sites\/3\/2026\/03\/BESTN-STILL-VCCP_1920x960-1536x768.png","1536x1536-width":1536,"1536x1536-height":768,"2048x2048":"https:\/\/www.vccp.com\/spain\/wp-content\/uploads\/sites\/3\/2026\/03\/BESTN-STILL-VCCP_1920x960.png","2048x2048-width":1920,"2048x2048-height":960,"Header":"https:\/\/www.vccp.com\/spain\/wp-content\/uploads\/sites\/3\/2026\/03\/BESTN-STILL-VCCP_1920x960-1920x720.png","Header-width":1920,"Header-height":720,"Wide":"https:\/\/www.vccp.com\/spain\/wp-content\/uploads\/sites\/3\/2026\/03\/BESTN-STILL-VCCP_1920x960.png","Wide-width":1920,"Wide-height":960,"Square":"https:\/\/www.vccp.com\/spain\/wp-content\/uploads\/sites\/3\/2026\/03\/BESTN-STILL-VCCP_1920x960-768x768.png","Square-width":768,"Square-height":768,"Tall":"https:\/\/www.vccp.com\/spain\/wp-content\/uploads\/sites\/3\/2026\/03\/BESTN-STILL-VCCP_1920x960-307x615.png","Tall-width":307,"Tall-height":615,"Mobile":"https:\/\/www.vccp.com\/spain\/wp-content\/uploads\/sites\/3\/2026\/03\/BESTN-STILL-VCCP_1920x960-768x960.png","Mobile-width":768,"Mobile-height":960,"Facebook":"https:\/\/www.vccp.com\/spain\/wp-content\/uploads\/sites\/3\/2026\/03\/BESTN-STILL-VCCP_1920x960-1200x630.png","Facebook-width":1200,"Facebook-height":630,"Grid-Item-Square":"https:\/\/www.vccp.com\/spain\/wp-content\/uploads\/sites\/3\/2026\/03\/BESTN-STILL-VCCP_1920x960-768x768.png","Grid-Item-Square-width":768,"Grid-Item-Square-height":768,"Grid-Item-Wide":"https:\/\/www.vccp.com\/spain\/wp-content\/uploads\/sites\/3\/2026\/03\/BESTN-STILL-VCCP_1920x960-768x384.png","Grid-Item-Wide-width":768,"Grid-Item-Wide-height":384,"Grid-Item-Tall":"https:\/\/www.vccp.com\/spain\/wp-content\/uploads\/sites\/3\/2026\/03\/BESTN-STILL-VCCP_1920x960-307x615.png","Grid-Item-Tall-width":307,"Grid-Item-Tall-height":615}},"meta_title":"VCCP Spain triunfa con San Miguel en los Best in Food Awards","meta-description":"Descubre c\u00f3mo VCCP Spain convirti\u00f3 un insight cultural en una campa\u00f1a premiada para San Miguel, combinando creatividad, experiencia de marca e impacto en negocio.","og-image":false,"twitter-site":"","twitter-card":"","twitter-image-alt":"","news_id":"191","related_content_title":"You may also like","relateditems":[{"relateditem":{"ID":10130,"post_author":"23","post_date":"2025-12-10 16:33:36","post_date_gmt":"2025-12-10 16:33:36","post_content":"<!-- wp:lazyblock\/quote-full-width {\"quote\":\"VCCP is @ADWEEK\u2019s International Agency of the Year!\",\"blockId\":\"1FT0jo\",\"blockUniqueClass\":\"lazyblock-quote-full-width-1FT0jo\"} \/-->\n\n<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp style=\\u0022text-align: left\\u0022\\u003eA brilliant day to be part of VCCP, as \\u003cstrong\\u003eADWEEK crowns us International Agency of the Year. \\u003c\/strong\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003eThis recognition, a first for us, is a testament to the way we bring the VCCP challenger spirit to each partner we work with, and evidence that our mantra of \u2018\\u003cem\\u003eit only works when it all works\\u003c\/em\\u003e\u2019 guides us to relentlessly raise the bar, delivering greater relevance and value.\\u003c\/p\\u003e\",\"blockId\":\"ZX3lq6\",\"blockUniqueClass\":\"lazyblock-text-full-width-ZX3lq6\"} \/-->\n\n<!-- wp:image {\"id\":10133,\"sizeSlug\":\"large\",\"linkDestination\":\"none\",\"align\":\"center\"} -->\n<figure class=\"wp-block-image aligncenter size-large\"><img src=\"https:\/\/www.vccp.com\/spain\/wp-content\/uploads\/sites\/3\/2025\/12\/VCCP-School-Photo-Annotated-Version-1024x576.png\" alt=\"\" class=\"wp-image-10133\" \/><\/figure>\n<!-- \/wp:image -->\n\n<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp style=\\u0022text-align: left\\u0022\\u003eThis recognition reflects a truly pivotal 12 months for the VCCP Group, marked by expanded scale, over 80 new global accounts, and award-winning creative excellence for our clients.\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003eWe know that challenging convention unlocks true value. This recognition demonstrates the impact of our 'one roof' model and expertise across all media disciplines.\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003ca href=\\u0022https:\/\/www.adweek.com\/agencies\/vccp-adweek-2025-international-agency-of-the-year\/\\u0022\\u003ehttps:\/\/www.adweek.com\/agencies\/vccp-adweek-2025-international-agency-of-the-year\/\\u003c\/a\\u003e\\u003c\/p\\u003e\",\"blockId\":\"Znh3hz\",\"blockUniqueClass\":\"lazyblock-text-full-width-Znh3hz\"} \/-->","post_title":"WE'RE ADWEEK'S INTERNATIONAL AGENCY OF THE YEAR","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"were-adweeks-international-agency-of-the-year","to_ping":"","pinged":"","post_modified":"2025-12-10 16:40:54","post_modified_gmt":"2025-12-10 16:40:54","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/spain\/?post_type=news&#038;p=10130","menu_order":0,"post_type":"news","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":10067,"post_author":"23","post_date":"2025-06-24 08:58:01","post_date_gmt":"2025-06-24 07:58:01","post_content":"<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp\\u003eAfter four years as Art Director at VCCP Spain, the creative agency has recognised Carlos Camacho\u2019s talent and dedication by promoting him to the role of Creative Supervisor.\\u003c\/p\\u003e\\n\\u003cp\\u003eIn his new position, Camacho will continue working as an Art Director while also leading his own creative team, reporting directly to Juan Cenoz, Creative Director at VCCP Spain.\\u003c\/p\\u003e\\n\\u003cp\\u003eWith over eight years of experience in the advertising industry, Carlos has worked at agencies such as FCB, Ogilvy, and VCCP, contributing to high-profile campaigns for brands like Netflix, O2, MINI, Movistar and PlayStation, among others.\\u003c\/p\\u003e\\n\\u003cp\\u003eHis work has earned recognition at top-tier advertising festivals both nationally and internationally, including Cannes Lions, One Show, D\\u0026amp;AD, El Sol, El Ojo de Iberoam\u00e9rica and the Ondas Awards.\\u003c\/p\\u003e\\n\\u003cp\\u003eCarlos began his career at the Alicante-based agency JLC while studying for his degree in Advertising and Public Relations at the University of Alicante. He later moved to Madrid to complete a Master\u2019s in Creative Advertising at The Atomic Garden, before joining FCB. Three years later, he joined Ogilvy Spain, where he worked on campaigns for Aliexpress, before arriving at VCCP.\\u003c\/p\\u003e\",\"blockId\":\"grwen\",\"blockUniqueClass\":\"lazyblock-text-full-width-grwen\"} \/-->\n\n<!-- wp:lazyblock\/quote-full-width {\"quote\":\"I\u2019m really excited to take on this new challenge and continue contributing to the agency in a new capacity. As Beto Nahmad always says, we keep rowing.\",\"quotee\":\"Carlos Camacho \",\"blockId\":\"Ujdem\",\"blockUniqueClass\":\"lazyblock-quote-full-width-Ujdem\"} \/-->\n\n<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp\\u003e\\u003cstrong\\u003eBeto Nahmad, Executive Creative Director at VCCP\\u003c\/strong\\u003e, commented: \\u003cem\\u003e\u201cCarlos\u2019s promotion to Creative Supervisor is something we\u2019re all proud of. He\u2019s spent the last four years giving his all to every project, and beyond that, he\u2019s a fantastic person. It\u2019s a privilege to have him on the team.\u201d\\u003c\/em\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cstrong\\u003eJuan Cenoz, Creative Director\\u003c\/strong\\u003e, added: \\u003cem\\u003e\u201cCarlos is the kind of creative who constantly pushes the brief. He has an unstoppable spirit and always manages to bring a fresh perspective to every piece of work.\u201d\\u003c\/em\\u003e\\u003c\/p\\u003e\",\"blockId\":\"Z1BrSau\",\"blockUniqueClass\":\"lazyblock-text-full-width-Z1BrSau\"} \/-->","post_title":"Carlos Camacho promoted to Creative Supervisor at VCCP Spain","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"carlos-camacho-promoted-to-creative-supervisor-at-vccp-spain","to_ping":"","pinged":"","post_modified":"2025-06-24 08:59:25","post_modified_gmt":"2025-06-24 07:59:25","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/spain\/?post_type=news&#038;p=10067","menu_order":0,"post_type":"news","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":10031,"post_author":"23","post_date":"2025-03-11 18:46:19","post_date_gmt":"2025-03-11 18:46:19","post_content":"<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp data-start=\\u0022469\\u0022 data-end=\\u0022813\\u0022\\u003eVCCP Madrid has been selected as the creative agency for \\u003cstrong data-start=\\u0022525\\u0022 data-end=\\u0022540\\u0022\\u003eDONTE GROUP\\u003c\/strong\\u003e, Spain\u2019s leading oral health and dental care group. After a competitive pitch involving several agencies, VCCP will take on the creative strategy for \\u003cstrong data-start=\\u0022691\\u0022 data-end=\\u0022732\\u0022\\u003eVitaldent, Smysecret, Moonz, and MAEX\\u003c\/strong\\u003e, aiming to strengthen their positioning and optimise traffic to their clinics.\\u003c\/p\\u003e\\n\\u003cp data-start=\\u0022815\\u0022 data-end=\\u00221017\\u0022\\u003eThe partnership focuses on integrating communications consistently across all media, channels, and platforms throughout the conversion funnel, ensuring greater visibility and engagement with patients.\\u003c\/p\\u003e\",\"blockId\":\"1ydL1e\",\"blockUniqueClass\":\"lazyblock-text-full-width-1ydL1e\"} \/-->\n\n<!-- wp:lazyblock\/carousel {\"items\":\"%5B%7B%22image-1152x648%22:%7B%22alt%22:%22%22,%22title%22:%22IMAGEN_WEB_VCCP_VITALDENT_1920x960%22,%22caption%22:%22%22,%22description%22:%22%22,%22id%22:10036,%22link%22:%22https:\/\/www.vccp.com\/madrid\/es-es\/noticias\/2025\/mar\/vccp-spain-se-convierte-en-la-agencia-creativa-de-donte-group\/attachment\/imagen_web_vccp_vitaldent_1920x960%22,%22url%22:%22https:\/\/www.vccp.com\/madrid\/wp-content\/uploads\/sites\/3\/2025\/03\/IMAGEN_WEB_VCCP_VITALDENT_1920x960.png%22,%22sizes%22:%7B%22thumbnail%22:%7B%22height%22:150,%22width%22:150,%22url%22:%22https:\/\/www.vccp.com\/madrid\/wp-content\/uploads\/sites\/3\/2025\/03\/IMAGEN_WEB_VCCP_VITALDENT_1920x960-150x150.png%22,%22orientation%22:%22landscape%22%7D,%22medium%22:%7B%22height%22:150,%22width%22:300,%22url%22:%22https:\/\/www.vccp.com\/madrid\/wp-content\/uploads\/sites\/3\/2025\/03\/IMAGEN_WEB_VCCP_VITALDENT_1920x960-300x150.png%22,%22orientation%22:%22landscape%22%7D,%22large%22:%7B%22height%22:320,%22width%22:640,%22url%22:%22https:\/\/www.vccp.com\/madrid\/wp-content\/uploads\/sites\/3\/2025\/03\/IMAGEN_WEB_VCCP_VITALDENT_1920x960-1024x512.png%22,%22orientation%22:%22landscape%22%7D,%22full%22:%7B%22url%22:%22https:\/\/www.vccp.com\/madrid\/wp-content\/uploads\/sites\/3\/2025\/03\/IMAGEN_WEB_VCCP_VITALDENT_1920x960.png%22,%22height%22:960,%22width%22:1920,%22orientation%22:%22landscape%22%7D%7D%7D%7D%5D\",\"blockId\":\"2bEiRW\",\"blockUniqueClass\":\"lazyblock-carousel-2bEiRW\"} \/-->\n\n<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp data-start=\\u00221019\\u0022 data-end=\\u00221389\\u0022\\u003eAccording to \\u003cstrong data-start=\\u00221032\\u0022 data-end=\\u00221054\\u0022\\u003eGonzalo Echavarr\u00eda\\u003c\/strong\\u003e, Marketing and Portfolio Director at DONTE GROUP, \\u003cem data-start=\\u00221105\\u0022 data-end=\\u00221387\\u0022\\u003e\\u0022VCCP has demonstrated a deep understanding of our business challenges from the outset, both in terms of brand building and driving visits to our clinics. We are confident that their expertise will help us consolidate our position as the leading name in oral healthcare in Spain.\u201d\\u003c\/em\\u003e\\u003c\/p\\u003e\\n\\u003cp data-start=\\u00221391\\u0022 data-end=\\u00221703\\u0022\\u003eMeanwhile, \\u003cstrong data-start=\\u00221402\\u0022 data-end=\\u00221417\\u0022\\u003eJavier Suso\\u003c\/strong\\u003e, CEO of VCCP Madrid, highlighted the significance of this account: \\u003cem data-start=\\u00221484\\u0022 data-end=\\u00221701\\u0022\\u003e\\u0022We are thrilled to begin working with the leading oral healthcare group in Spain. At VCCP, we see brand building as a means to optimise investment results sustainably over time, a vision we share with DONTE GROUP.\u201d\\u003c\/em\\u003e\\u003c\/p\\u003e\\n\\u003cp data-start=\\u00221705\\u0022 data-end=\\u00221991\\u0022\\u003eThe agency is already working on its first campaign for \\u003cstrong data-start=\\u00221761\\u0022 data-end=\\u00221788\\u0022\\u003eVitaldent and Smysecret\\u003c\/strong\\u003e, which is set to launch in the coming weeks. Additionally, \\u003cstrong data-start=\\u00221848\\u0022 data-end=\\u00221867\\u0022\\u003eGirl\\u0026amp;Bear Spain\\u003c\/strong\\u003e, VCCP\u2019s creative production studio, will be responsible for adapting creative assets across the brand\u2019s various channels.\\u003c\/p\\u003e\\n\\u003cp data-start=\\u00221993\\u0022 data-end=\\u00222141\\u0022\\u003eWith this new partnership, VCCP strengthens its presence in the healthcare sector, adding one of Spain\u2019s most prestigious brands to its portfolio.\\u003c\/p\\u003e\",\"blockId\":\"1bQ5lH\",\"blockUniqueClass\":\"lazyblock-text-full-width-1bQ5lH\"} \/-->","post_title":"VCCP wins the Vitaldent account","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"vccp-spain-becomes-the-creative-agency-for-vitaldent","to_ping":"","pinged":"","post_modified":"2025-03-12 09:44:27","post_modified_gmt":"2025-03-12 09:44:27","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/madrid\/?post_type=news&#038;p=10031","menu_order":0,"post_type":"news","post_mime_type":"","comment_count":"0","filter":"raw"}}],"hide_related_items":[],"visible_on_home_page":[]},"lang":"en-gb","translations":{"en-gb":10170,"es-es":10171},"pll_sync_post":[],"_links":{"self":[{"href":"https:\/\/www.vccp.com\/spain\/wp-json\/wp\/v2\/news\/10170","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.vccp.com\/spain\/wp-json\/wp\/v2\/news"}],"about":[{"href":"https:\/\/www.vccp.com\/spain\/wp-json\/wp\/v2\/types\/news"}],"author":[{"embeddable":true,"href":"https:\/\/www.vccp.com\/spain\/wp-json\/wp\/v2\/users\/23"}],"wp:attachment":[{"href":"https:\/\/www.vccp.com\/spain\/wp-json\/wp\/v2\/media?parent=10170"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.vccp.com\/spain\/wp-json\/wp\/v2\/categories?post=10170"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}