Sembrando el terror

Helios, a Spanish food brand specialising in jams and sauces, was a sponsor of PUFA, a horror film festival held in its hometown of Valladolid. As part of the sponsorship, we launched ‘Sembrando el Terror,’ a Spanish idiom that literally translates as ‘sowing terror’ and means to cause fear or terror in others.

We took the expression literally and turned it into a brand idea: we terrorise our fruits and vegetables before turning them into our products. We ‘torture’ them just like the films at PUFA terrorise their audiences.

We created three print executions, each featuring a different fruit or vegetable connected to one of Helios’ products: an apple for apple jam, a tomato for ketchup, and a green pepper for ratatouille.

The campaign was then extended across multiple touchpoints throughout the festival, including social media posts, physical prints displayed at the festival, and spots screened before the films.