The initial brief for Campo Viejo was to find a way to associate it with authentic tapas. The brief also said that we should do this in an in-store environment, but sometimes, just sometimes, great things happen when you ignore the brief and focus instead on the problem. In-store is a restrictive environment, so we brought our idea out into the streets. To make Campo Viejo truly synonymous with tapes, we came up with the Tapas Trail. The trail brought consumers on a tour of Dublin’s finest tapas eateries, sampling one dish (and of course a glass of Campo Viejo) in each restaurant delighting them with music and dancing to bring the whole night to life. The result, well 3 years on the tour is still oversubscribed and the brand noticed a 30% uplift in sales. Arriba!