Christmas Campaign

Alfred Creative X I-Brothers
2023

CAXAMAR has been a specialist in cod since 1989, standing out in the market for its meticulous attention to detail, uncompromising quality, and strong family heritage.

Despite consistent year-over-year sales growth, the brand remained relatively unknown among the Portuguese and had never launched an advertising campaign.

To address this, we chose to promote CAXAMAR in partnership with its ambassador, Chef Rui Paula—an icon of Portuguese haute cuisine—leveraging the Christmas season, the time of year when cod is most celebrated.

Inspired by such a happy, family time, a concept and a new brand signature were born.

Because Caxamar isn't for everyone, it's for those who really like cod.