Estrella Galicia unveils its new publicity campaign which has the Galician national anthem at the centre. With the slogan Fogar de Estrella Galicia, (“Home of Estrella Galicia”) our beer brand presents a new ad that pays tribute to one of the signs of identity shared by all Galicians.
With this ad, we highlight the deep-rooted relationship and the identification of our brand with our land since it was established 109 years ago. In the words of Ignacio Rivera, CEO of Hijos de Rivera, “Galicia is our origin and our main strategic pillar. That is why we have designed this wonderful campaign that demonstrates our commitment and reflects our feelings towards our land”. Our CEO has expressed his pride in the result of a campaign at the centre of which is one of the most easily recognised emblems by Galicians, and that, in his opinion, “makes us all feel emotional when we hear it”.
Ignacio Rivera has pointed out on numerous occasions that Galicia makes up 50% of the brand and campaigns like Fogar de Estrella Galicia reaffirm the Company’s feeling of belonging.
The campaign will be carried out in Galicia throughout 2016 on all media supports and will highlight the association between Estrella Galicia and some of the cultural, sporting and social emblems in Galicia.
Survey about the Galician national anthem
Estrella Galicia has asked Demométrica, a market research and public opinion firm, to carry out a study on the reactions that the Galician national anthem produces in the public.
After hundreds of interviews throughout Galicia, the study concluded that 3 out of 4 Galicians recognises the first two verses of the anthem. It is more easily recognised by upper and middle class participants, and in urban areas.
In addition to this, 85.8% of those interviewed stated that it represents Galicia very well and 72.2% indicated that it is what unites Galicians.
46% of Galicians state that they have heard the anthem on numerous occasions, 42.2% say that they have heard it occasionally and just 7.7% admit never having heard it.
The Galician national anthem
Like other emblems, the establishing of the Galician anthem came about thanks to emigration. On 20 December 1907, at the “Gran Teatro” in La Habana, the Galician anthem made its debut and it slowly established itself as a symbol of Galicia. The original lyrics of the anthem are taken from the first four stanzas of the ten that make up the poem in Galician “Os Pinos” by Eduardo Pondal and the music was composed by Pascual Veiga.
