The campaign "Ask with pride, ask for Navarra DO Wines" was born with a clear objective: to reinforce the consumption of Navarra DO wines in Navarra and to remember the importance of supporting a product that is part of the identity, economy, and culture of our land.
The initiative, conceived as an audiovisual campaign for social media and digital platforms, is specifically aimed at the Navarrese public and focuses on a everyday reality: many wine consumers in Navarre continue to opt for wines from other appellations of origin in bars, restaurants, or stores, leaving wines produced in their own community in the background. Faced with this situation, the campaign launches a positive and direct message: Navarre has incredible wines, and it's time to believe in them more, defend them, and make them the stars of our consumption moments. The campaign targets two key audiences: on one hand, wine consumers in Navarre, inviting them to proudly order D.O. Navarre wines; and on the other, the Navarrese hospitality sector, encouraging bars, restaurants, and specialized establishments to prioritize and recommend local wines on their menus and suggestions. Because behind every glass of D.O. Navarre wine, there is much more than just a product. There are winemakers and wineries that keep a way of life tied to the territory alive. There are people who can continue living in their villages thanks to the employment generated by the sector. There are unique vineyard landscapes that are part of Navarre's visual and cultural identity. There is tourism, gastronomy, local economy, and a fight against depopulation. Wine is also a social and economic driver for Navarre, and supporting Navarrese wine means investing in the future of the Chartered Community.
The campaign will be rolled out through a collection of short videos for social media, which will be released progressively on various digital platforms. Each piece will be set in a different context related to wine consumption, where decisions matter. The first video in the campaign takes place in a restaurant and focuses on both consumer choice and the role of hospitality. The message is clear: in Navarra, D.O. Navarra wines should take center stage on menus, in recommendations, and on tables. That those who go to a restaurant ask for them with pride and that those who offer them give them the space they deserve.
The entire campaign is built on humor, with relatable language, aiming to connect particularly with a young and adult audience accustomed to consuming content on social media. The objective is to move away from a pessimistic tone and create pieces with viral potential, as humor remains one of the most effective tools for amplifying messages and generating conversation.
Although the wine sector is going through a complex time, the campaign aims to look to the future with optimism and energy. Navarra has a product of enormous quality, personality, and authenticity. All that's needed is to believe in it more, value it more, and feel proud to order it. Because supporting local is also a way of saying who we are.
In the words of the president of the Regulatory Council of the Denominación de Origen Navarra, David Palacios, Betting on our own is also a way to feel proud of Navarre. Let's remember this every time we sit down at a table or order a glass of wine. We have the best wines in our history, and in Navarre, we should be the first to believe in them, recommend them, and proudly boast about what we are capable of doing here. This should be a shared commitment between those who enjoy wine and those who offer it every day in our hospitality sector.
The realization of this D.O. Navarra campaign is possible thanks to the collaboration of Reyno Gourmet and the Government of Navarra, through the European Agricultural Fund for Rural Development.
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