In the campaign, which has a touch of black humour, the star is Luck. And she explains that she doesn’t like being incarnated in objects and amulets that people insist in calling ‘lucky’. Really, she prefers to be incarnated in the lucky grapes from Uvasdoce Fresh.
The campaign will extend until the 31st of December and will have 5 short commercials and one longer one, the centre point of the campaign, which may be seen from the 5th of December onwards on their profiles on Facebook, Instagram, TikTok and Youtube.
Those who carefully watch their social media accounts in December will be able to participate in several different competitions. Additionally, the funniest part of the campaign will be the filter that TikTok users will be able to use to try their Luck and find out which is their ‘Lucky Outfit’ for this New Year’s Eve.
In figures, the New Year’s Eve campaign will see prices slightly higher than last year in seedless grapes due to the lack of volume in Peru. Although this is not expected to cause a drop in consumption, as their main rival, seeded grapes, in addition to having high prices, will be very tight both in terms of volume and quality.
