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We bring you Estrella Galicia’s new Paella Valenciana stock 🥘 For all of you who love Paella and don’t want to give up the authentic flavour. Ready to use, uncomplicated, with the unmistakable touch of Estrella Galicia. Sounds crazy, doesn’t it? With this description, a post published on the brand’s official Instagram account began, sparking controversy online.
The debate over whether it was really a new product from the Hijos de Rivera brand or a marketing strategy flooded the networks. Estrella Galicia even opened a space on its ‘Bigcrafters’ website dedicated to the paella broth presented in 500ml bricks.
Well, after a day of controversy, the brand has just revealed that it was just a marketing campaign -carried out together with the agency Imaxe– to present the new special edition of Valencia with which to pay tribute to the Valencians and their tradition through beer culture. Yesterday we announced our Caldo para Paella Valenciana (Valencian Paella Broth) and you made fun of us. But don’t worry, it was a joke. What is real is our Valencia Special Edition, a tribute to the passion with which you defend your paella. The same passion we put into our beer. Because it is clear to us that there are recipes that cannot be touched’.
Our new Valencia Special Edition is a tribute to the passion with which Valencians defend their recipes, a passion that we share with the brewing of our beer’, said Luis Romero, Marketing Manager for Estrella Galicia beers, in a press release. ‘For this reason, we are very pleased to present this special edition, conceived and designed with the aim of feeling close to the Valencian people, to pay tribute to their traditions and gastronomy in an original way’.
The creative campaign, framed under the slogan ‘Hay recetas que no se tocan’, thus defends the fact that the recipe for its beer, just like the recipe for paella, cannot be touched either. A concept that will be transferred to the labels of the special edition, which also includes the wooden spoon with which paella is eaten, as well as a series of graphic references to the blue and white chequered scarf typical of the Valencians.
