Together we can Peru - Puratos | Clapboard Ad Archive
Puratos’ Together we can Peru campaign, launched in 2020 by Agencia Vena for the Food & Drink sector, sets the brand apart as a catalyst for resilience in the face of crisis, using the upheaval of the early pandemic as the backdrop for a message rooted in unity, perseverance, and collective action. Rather than showing empty streets or literal depictions of hardship, the campaign draws on the power of analogy—what Clapboard’s taxonomy would classify as FORMAT#3—Symbolize the Problem—crafting a film narrative that pays tribute to essential workers and invokes baking as a metaphor for national recovery, with the call that the recipe is in our hands. Puratos thus transforms from an ingredient supplier into a facilitator of hope, embedding itself within the cultural and emotional fabric of a society threatened by fear and uncertainty. By championing the idea that everyone—bakers, delivery drivers, supermarket staff, and home cooks alike—contributes to the nation’s forward motion, the creative platform avoids transactional, product-centric messaging in favor of a motivational, inclusive tone that galvanizes audiences to see their daily efforts as integral to Peru’s recovery. The narrative restraint shown in this approach—eschewing direct product shots or promotional tropes—reflects a strategic understanding of what communities most needed at that moment: affirmation, encouragement, and the reminder that progress is a shared project. From a brand positioning standpoint, this campaign solidifies Puratos as a meaningful partner, not just in commerce but in the country’s social fabric, distinguishing it from competitors that limit their voice to functionality or innovation. Within a market landscape punctuated by ingredient powerhouses like Ingredion, Cargill, Barry Callebaut, and ADM, Puratos’ message resonates by connecting baking—and by extension, its own value proposition—to the greater good, rather than to a catalogue of features. Clapboard rates this 55/100. This campaign matters because it demonstrates how brands in the Food & Drink category can credibly step beyond transactional messaging and use creative storytelling to foster genuine solidarity and brand purpose in a time of collective vulnerability.
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