the campaign also encompasses a number of radio ads, each one telling a different brand truth from the commercial. the main goal behind the ads is creating awareness of the brand “ral” among consumers. all radio ads feature marc ribas as the official brand ambassador and finish with a custom key audio for ral d’avinyó.

to strengthen the concept of “truth”, we have created a series of short videos that show how every illustrated scene of the commercial turns into real footage featuring real farmers, pigs and employees of the brand. additionally the videos give relevant facts & figures about each brand truth.