Advergaming Especial Navidad Para Gallina Blanca

Objective

Gallina Blanca, a Spanish food brand, launched a Christmas-themed advergame as part of its broader commitment against food waste, to address a seasonal consumer pain point: what to do with leftover holiday meals. The campaign aimed to drive engagement and product usage during the peak holiday season by positioning the brand as a solution for transforming Christmas leftovers into new dishes.

Solution

A classification-style matching game deployed on Facebook and Gallina Blanca's website in January 2015, developed on the Adverway platform together with agency Contrapunto BBDO. Players sorted holiday leftover ingredients (meats, fish, soups, salads) into categories across multiple rounds, earning points for accuracy, with four featured recipes built around Caldo Casero Gallina Blanca 100% Natural and Christmas leftovers. Higher scores increased chances to win one of 15 Gallina Blanca product kits awarded weekly, up to 60 kits total over the promotion. After completing the first game level, players received a direct link to leftover recipes on the brand's website.

Results

—