IF DAILY LIFE SPEEDS US UP, LA SOBREMESA SLOWS US DOWN.

Ruavieja needed to regain visibility, consideration, and sales after a decline in awareness of its flagship products.

To do so, it had to connect emotionally with the public and reinforce its brand purpose: fostering human connections.

We live in an era dominated by immediacy and multitasking, which impoverishes our personal relationships.

However, the after-lunch conversation, a tradition rooted in Spanish culture with food at its center (called “Sobremesa”), offers a natural space to slow down and reconnect with others, becoming a refuge from the dizzying pace of modern life.

Launch “La sobremesa nos desacelera” (La sobremesa slows us down), a campaign focused on generating digital conversation about the impact of the frenetic pace of our lives.

Through audiovisual content on YouTube and social media, the public was invited to reflect on whether we really gain time by living at such a fast pace.

The campaign culminated in “La Pausa” (The Pause), an immersive experience where influencers and attendees explored the contrast between extreme speed and the calm of after-dinner conversation, promoting a change in perspective on the value of these shared moments.