How Navidul built a relationship with Spanish jamón shoppers

Jamón is hugely popular in Spain but the market is fragmented; Navidul is one of the few major players in dried ham, claiming 92% brand awareness, thanks to its understanding of purchase behaviour.

In Pedro Almodovar’s 1984 film, Que he hecho yo para merecer esto?, a leg of cured ham features as an uncommon murder weapon. Following the end of the Franco regime, the director understood that the taboos established by the dictator had to be undone to reflect the proliferation of modernity in Spanish life. As Carmen Maura’s character bludgeons her abusive husband, an axiom of Spanish tradition collided against the institution of marriage; that which was truly permanent met what was only nominally permanent. The weapon was telling, even from afar: if there is one enduring and identifiable facet...

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