The campaign showcases the excellent work of the European ceramics industry, revealing the secret ingredient used to produce these materials: respect.
“The secret ingredient” is a 360-degree campaign amplified on digital and traditional platforms.
The Spanish Association of Wall and Floor Tile Manufacturers (ASCER), with financing from the Generalitat Valenciana, is launching a campaign titled “The secret ingredient” in order to shine a spotlight on the excellent work of the European ceramics industry.
The campaign launch presentation act was held at the ASCER headquarters, and was attended by several local and governmental authorities, as well as companies from the ceramic sector.
Europe is the birthplace of the global ceramics industry and historically it has been the benchmark for the highest quality, the most advanced manufacturing methods, the most sustainable production and the most attractive designs. In the present day, the European ceramics industry faces a challenge, given that ceramics from other regions of the world are constantly entering this market and they do not follow the principle of reciprocity required in Europe.
With this new campaign, the industry is seeking to showcase the values, attributes and qualities which make European ceramics unique: respect for the environment, respect for labour rights, attention to detail, investment in innovation, tradition and cultural heritage, and local roots. It does so by making an emotional appeal to our sense of belonging, to our way of doing and creating things which is aligned with the principles which govern European society.
The campaign is composed of a main audiovisual piece with emotional content telling the story of how European ceramics are present in every moment of our lives, accompanying people from the perspective of the Secret Ingredient, where we underscore our tradition, customs and history, our social and environmental commitment and our respect for people. We do so by constantly shining the spotlight on European ceramics and raising awareness about what makes these ceramics unique materials: respect
In addition to the main video, four clips have also been produced to show “what lies behind” European ceramics, as told by workers in the industry – specialists who provide us with more detail on each specific area of European ceramics production – opening the door to their experience and knowledge, and how each of them provides a “secret ingredient”: respect for the environment, respect for people, respect for ideas, and respect for customers.
Follow this link to find out about respect for the environment.
Follow this link to find out about respect for people.
Follow this link to find out about respect for ideas.
Follow this link to find out about respect for the customer.
All of the campaign videos in their different language versions are available on the landing page thesecretingredient.info, which is home to all of the campaign content and materials.
The campaign will be launched in Germany, France, Italy, the United Kingdom and Spain via digital platforms and amplified in traditional media. Furthermore, additional marketing and public relations actions will be carried out in order to impact the different target audiences, such as the distribution industry, the construction and decoration industry, and end consumers.
Campaign financed by the Generalitat Valenciana, Government of the Valencian Region.
