At this year’s Fruit Attraction 2024 in Madrid, Valencia-based company Patatas Lázaro stood out for its innovative approach to marketing and brand development. The company, a well-known name in Spain’s agri-food sector, received the “Marketing in the Most Influential” award for its brand Calixta, which achieved impressive sales growth through a creative communication campaign. With a 40% increase in sales of their microwaveable potatoes and a 44% rise in customer numbers, Patatas Lázaro’s efforts reflect the power of inventive branding within the food industry.
The success of Calixta, marketed as “the smartest potato,” can be largely attributed to an out-of-the-box campaign that combined humor and viral content. The brand gained widespread attention through a fake news-style viral video released in the spring of 2024. This campaign reached more than 3.6 million people and generated over 83,000 interactions on social media, demonstrating how humor and creativity can make a significant impact in promoting agri-food products. The recognition at Fruit Attraction follows Patatas Lázaro’s earlier success in 2023, where the brand won the Best Print Advertisement at the Smile Festival, an international advertising and humor festival.
At Fruit Attraction 2024, held from October 8-10 at IFEMA in Madrid, Patatas Lázaro captivated visitors with their unique and interactive stand. The company’s booth, titled “Lázaro, Familia,” was designed as a cozy house, with each room representing a different brand in their portfolio. Brands like Freshnatur, AgriD’or, Papp!ns, Anna Green, and Calixta were given their own distinct spaces, reflecting the unique identity of each product line. For example, Freshnatur, known for its fresh and family-friendly potatoes, was represented in the living room, while the sustainable Anna Green brand had its dedicated spot in the garden. The youthful Calixta was given a vibrant, fun-filled room, further reinforcing its playful brand image.
Visitors to the stand were treated to live cooking demonstrations featuring Calixta potatoes and various engaging activities, including a prize giveaway and the chance to win a trip for four. Patatas Lázaro used these interactive experiences to create meaningful connections with attendees, offering a taste of their products and a memorable experience at the fair.
Founded in 1945, Patatas Lázaro has grown to become a leader in Spain’s food sector, with a strong focus on innovation, sustainability, and quality. Over the years, the company has expanded its product range to include not only potatoes but also onions, garlic, and sweet potatoes. In recent years, the company has increased its cultivated land by 55%, a testament to its commitment to growth and excellence in production.
Beyond its commercial success, the company is also deeply committed to sustainability and environmental stewardship. Their product lines, such as Anna Green, emphasize eco-friendly practices and reflect a growing consumer demand for sustainable food products. The company’s emphasis on professionalization and modernization within agriculture, combined with a respect for traditional farming practices, has allowed it to thrive in an increasingly competitive market.
Patatas Lázaro’s achievements at Fruit Attraction 2024 underscore the importance of innovation and creative branding in today’s food industry. By using humor and engaging marketing strategies, the company has managed to significantly boost sales and broaden its customer base, while staying true to its values of sustainability and quality. As the company continues to grow, its dedication to professionalization and environmental responsibility will likely keep it at the forefront of Spain’s agri-food sector.
