Casa San Miguel — Full Fat

The Brief

To develop a campaign that drives awareness of San miguel over the summer, to support trade distribution and consumer sales. Identifying sundown as a key occasion for the brand, the campaign needed to encapsulate the Spanish zest for life and love of adventure in order to authentically bring the brand to life.

Solution

We created Casa San Miguel, an incredible finca-style villa in the heart of Ibiza. The ultimate location to enjoy cold, premium Spanish beer, against the backdrop of spectacular sundown moments, running for nine weeks during summer 2023.

We curated a three day curated itinerary for consumers to win over the summer, with mixology workshops, live music, a private boat trip and incredible dining experiences.

Full Fat managed all of the production and content production and then amplified via earned and paid editorial, organic social and influencers partnerships.

Results

+8.2% off trade sales in 12 weeks
60+ influencers & press hosted at the Casa incl. Telegraph, Culture Trip & Glamour
600k paid influencer reach
188k competition entries
28M PR reach across London Evening Standard, CN Traveller, Sheerluxe & more

"The Full Fat team successfully brought to life Casa San Miguel, perfectly encapsulating the brand's Spanish provenance for consumers, media and influencers to enjoy in the most idyllic setting. Showcasing their extensive network Full Fat delivered a fantastic campaign from end to end."