The town that improved everything

In a market where the authenticity and origin of products are increasingly valued, Limonar de Santomera launches a campaign that promises to redefine the perception of the lemon in Europe, just as it did in its previous campaign "The town that smiles at the lemon." This time, with "The town that improved everything", the cooperative aims to show how Santomera, a municipality dedicated to lemon cultivation, has transformed this fruit into a symbol of constant improvement.

Since its founding in 1982, Limonar de Santomera has stood out for its commitment to quality and sustainability, becoming the leading Spanish cooperative of conventional and organic lemons. Exporting to more than 20 countries, their products meet rigorous phytosanitary controls, ensuring the highest quality.

"The town that improved everything" starts from a simple but powerful premise: the lemon, a fruit used to improve food and solve everyday problems, has improved life in Santomera for more than a century. Through the trailer of a fictional documentary, Dr. Mikkelsen, alerted by Dr. Rashavink (who visited the village in last year's campaign), travels to Santomera to investigate the mystery surrounding the use of the lemon in the village.

Antonio José Moreno, director of the cooperative, states: "To date, Santomera does not have a denomination of origin linked to its lemons despite producing the best in Europe. This campaign is an opportunity to connect even more with our land, showing how the lemon has improved our lives and can improve the lives of many others."

The creative agency Utopicum and the producer Montaña have worked together to bring this hybrid campaign to life, which will initially focus on the specialized audience attending Fruit Attraction, from October 8 to 10 at IFEMA (Madrid), and later will target the end consumer. The campaign, which will start in July and activate in August and September, will culminate with a documentary at the fair, followed by social content and dynamics with influencers.

The campaign will cover markets in Spain, the United Kingdom, Germany, and France, aiming to increase brand awareness and open new market shares in Europe. Beyond highlighting the attributes of the lemon, Limonar de Santomera seeks to emphasize values such as sustainability and social responsibility, strengthening its commitment to the community and the environment.

With this initiative, Limonar de Santomera not only celebrates the quality of its products but also reiterates its dedication to its origin and tradition. The cooperative invites everyone to discover the mystery of Santomera and experience how "the town that improved everything" remains a benchmark in the industry.