A simple animation summarizing the evolution of retail

How was the communication and creative strategy designed to introduce this new stage for the brand?

Macarena Guerrero: Frávega has evolved into a digital, modern, and innovative marketplace that remains close to its customers. Today, Frávega.com offers over 100,000 products across an ever-growing number of categories. This expansion was made possible by significant developments in technology and logistics, transforming the platform into a robust marketplace where numerous third-party sellers participate alongside Frávega. It was a major challenge to design a communication strategy that allowed us to tell this new story without losing everything we had already built—finding the balance between technological and logistical innovation and the human touch that defines us and sets us apart.

Sebastián Stagno: The “Cajas” (Boxes) campaign seeks to reinforce the two key attributes of the brand’s present: the breadth of the catalog and the speed of delivery.

What can you tell us about the creative process? How did you achieve the "flying boxes"? What level of technology was involved?

SS: We wanted to create a joyful, human piece that showcased the magnitude of what Frávega is today. The flying boxes were the chosen resource to convey that. Technically, it was solved using traditional animation, and the creative decision was to keep the boxes looking as real as possible. While in some cases we played with them mimicking the flight of birds, the premise was always to respect their original form.

MG: The development of "Cajas" was meticulous—a joint effort between the agency and the production house to define every detail. Once again, it was about the coexistence of technology and human warmth.

How did you develop the campaign concept? What was the dynamic like between the brand and the agency?

MG: This is our first project with La América, so it was a very intense process. It involved months of mutual discovery until we built a solid creative concept: “Entregamos alegrías todos los días” (Delivering joy every day). This is an authentic space for Frávega, where we show who we are with the joy that characterizes us. We are very happy with the final result, which is clearly a product of the synergy between teams—aligning and refining everything from strategy and concept to the final scripts.

SS: It was a classic process with several iterations, especially during the strategic phase. We reached a consensus on a fertile path aligned with Frávega’s values and the company's current momentum. From that collaborative work, the concept was born: “Delivering joy every day.”

How do you position a brand like Frávega? What is its differentiator?

MG: Frávega is a beloved and highly valued brand with a massive track record across the country. All these innovations strengthen our core pillars: Closeness and Trust. We are also evolving in areas our customers value deeply: fast delivery and product variety for the entire home. We are a brand focused on all types of families, accompanying them through different life milestones by providing solutions with over 100,000 products.

SS: That rush of endorphins when you click “buy,” the smile when the notification says your package is on its way, or the excitement of opening the door to find it there—those moments require a lot of effort and dedication behind the scenes. This campaign celebrates exactly that: putting something massive at the service of something as simple, innocent, and wonderful as opening a package.

How important is shipping to your customers?

MG: Logistics is a vital part of our value proposition. Over 80% of our sales are now delivered in less than 24 hours. The customer chooses between immediate pickup at our network of 110 branches nationwide or home delivery. Our customers also value our same-day shipping on eligible products. We are increasingly empowering our customers to choose exactly how they want to receive their purchases.