Discover Pascual's new communication platform "Giving the Best"

A transmedia narrative to tell consumers that its main goal is to offer them the highest quality milk. Because as Mar Doñate, Marketing and R&D Director of Calidad Pascual, points out, “not all milk is the same. There is milk… and 100% animal welfare milk, and we want to highlight this unique and key differentiation for the consumer. At Pascual, we give our best to offer them the best milk.”

This argument is the guiding thread of Pascual’s new positioning, which stands as the only major manufacturer with all its farms certified in Animal Welfare.

“Bonitas”

“Giving the Best“, created by creative director Oriol Villar, begins with “Bonitas”, a comprehensive campaign developed with an 80-second television spot.

“Bonitas” emotionally and cinematically shows the love with which one of the farmers working with Pascual treats his cows.

The piece concludes with a statement of intent: the quality commitment to all its consumers and to all those who believe that animal welfare is a priority when deciding what type of milk they want for their families.

The spot is accompanied by a 360º communication plan in outdoor, digital content pieces, radio, and cinemas. The brand also launches a new website and Instagram profile. It will also have a 30” version for television and digital.

Calidad Pascual’s flagship brand will also turn its employees into ‘Pascual Ambassadors’, to show consumers, at sales points across the national landscape, how and what they do in their daily work to achieve the best quality milk.

“The entire company is committed to this launch. We are committed to transparency, telling our consumers what we do in each phase of our value chain to ensure they receive our best milk. We do not make the milk; the cows make the milk. At Pascual, we are clear that the first and most important step is the care of our cows,” explains Mar Doñate.

With this launch, the brand wants to once again be the benchmark in the Spanish dairy market. “We were the first to introduce the brick in Spain and ultra-pasteurization in the 70s; semi-skimmed and skimmed milk in the 80s; and today we want to once again highlight what Pascual is, and this means evolving our brand philosophy to a new state summarized in 3 words: giving the best and making it clear that not all milk is the same,” says the Marketing Director.

Pascual renews its image

The “Giving the Best” campaign is accompanied by a restyling of the Pascual brand across all its categories. The new brick image is the work of graphic designer Enric Aguilera, and its main premise is to place the raw material, the milk, at the center of the message.

Additionally, Pascual is presented in a cardboard box grouping of 6 units, continuing the brand’s commitment to being more sustainable.

About Leche Pascual

Since its inception in 1969, Leche Pascual is the most recognized milk brand by consumers in our country and a benchmark in quality and agri-food innovation. It introduced ultra-pasteurized milk in brick in Spain, a double innovation that forever transformed milk consumption in Spanish households. In 1980, it launched the first Skimmed milk on the market, and five years later, Pascual Semi-skimmed. Its innovative drive has not ceased over time, launching varieties such as Calcium or the best Lactose-Free for its taste, chosen in a blind consumer test.

Leche Pascual guarantees the highest product quality and traceability of its origin. In 2018, it became the only major manufacturer with all its farms certified in animal welfare, and therefore, all Leche Pascual is 100% animal welfare.

Pascual only works with local suppliers who comply with the strictest health and environmental controls. Leche Pascual does not produce for distribution brands, as the prestige of its brand and consumer trust has been a strategic pillar in its 49-year history.