Campaign kicked off with a teaser in Madrid, accompanied by large-scale melon and watermelon tastings
Bollo Natural Fruit has launched its 2026 summer marketing campaign for its Bollo brand in Spain. The new campaign will reinforce the company’s ‘Quédate con lo bueno’ (Stick with the good) message with the slogan ‘Bueno Bueno’ (Really good).
“The word ‘bueno’ can mean many things in our language and holds as many nuances as we choose to give it. But when something is truly good, the word is emphasized, and that thing becomes ‘bueno bueno’, or ‘really good’,” the company said.
The new campaign also gives Bollo the opportunity to expand the narrative beyond just melons and watermelons, highlighting other options in its growing portfolio, including fresh-cut, ready-to-eat fruit.
The primary focus will be on digital channels. Several audiovisual pieces have been developed for this medium, using everyday situations to play with the various meanings of the word ‘bueno’ that all end with the phrase “bueno, bueno” to highlight the fruit’s quality and flavour.
This will be bolstered through outdoor advertising and radio. The strategy will be national in the initial phase, later shifting – as summer progresses – to a more targeted approach focusing on popular summer destinations across Spain.
The campaign will also use Bollo staff members and key stakeholders – such as fruit shops and content creators – as brand ambassadors.
Although the official launch takes place this week, the brand kicked off its campaign last week in Madrid with a teaser phase. It used the message ‘This summer, you’re going to find out what’s really good’ – displayed on digital screens in Callao and on the marquees of major theatres along Gran Vía.
This initial phase was accompanied by a large-scale melon and watermelon tasting event, with samples distributed to pedestrians in the same high-impact areas of Callao and Gran Vía where the teaser message had been displayed. In total, more than 8,000 tubs of cut melon and watermelon have been distributed, highlighting the fresh-cut product formats that the company added to its value proposition in 2025.
