We present our Christmas campaign, “We Are What We Are Thanks to You”, a creative proposal that looks back at the most significant moments of the year through a format inspired by the narrative style of Spotify’s famous Wrapped. With this initiative, we are committed to a close and approachable form of communication that also seeks to connect with younger audiences—the generation that will shape future consumption habits.
Through our Christmas Wrapped, we highlight some of the key milestones that defined our 2025. Among them are our collaborations with our brand ambassadors: chef Pablo González, awarded two Michelin stars, and professional padel player Araceli Martínez, both leading figures in their fields and key allies in spreading our values. We also revisit emotionally charged moments, such as our experience at Fortaleza Sound, where we installed a photo booth accessible to people with reduced mobility, reaffirming our commitment to inclusion.
Our journey throughout the year also includes our presence at Fruit Attraction 2025, one of the most important international events in the fruit and vegetable sector, as well as the impact of the year’s most viral recipe—the broccoli and cheese tartlet—which expanded our reach and strengthened interest in brassicas in the kitchen. In addition, we highlight the growth we experienced in Spain, which in 2025 became the country with the highest increase in sales among the more than 40 markets where we are present.
All these moments are also captured in a spot created especially for the campaign, reflecting the spirit of gratitude that defines this Wrapped and celebrating the relationship between Cricket and everyone who is part of our journey: farmers, employees, customers, partners and consumers.
For our Director of Communication, Antonia Piernas, this campaign is both a gesture of appreciation and a bridge to new generations:
“‘We Are What We Are Thanks to You’ is much more than a slogan. It is a way of saying thank you, of looking back to value what we have achieved, and of connecting with those who will shape the future of consumption. We want to engage with a generation that seeks authenticity, purpose and a more emotional relationship with brands, and we believe this Wrapped reflects exactly that.”
Throughout the Christmas season, we will be sharing the most iconic moments of the year across our social media channels, with the aim of inspiring and moving our audience while also encouraging the consumption of vegetables during the festive period—showing that brassicas can play an essential role both in everyday meals and in celebrations.
