We sponsor Best!n Food 2025: AI, reputation and brands that make a mark

A few days ago we had the honor of participating as sponsors, and one of the main round tables, in one of the most relevant events of the year for the food sector: Best!n Food 2025. A vibrant summit, held in the financial heart of Madrid, which brought together the major players in food marketing in Spain.

Our agency was also able to share the first conclusions of a new exclusive report on the state and future of the sector, a document that we will soon be able to share in depth. But that was just the beginning. It was a session full of learning and exchange of ideas that left us with a very good taste in our mouths. And, best of all, it seems that the attendees did too!

The event, held at Espacio La Salle (Madrid), brought together prominent leaders in marketing and communication in the food sector, who participated as speakers in the various round tables. Among them were the following professionals and brand managers:

• María Herranz Muñoz, CMO and Global Marketing director at Delaviuda Confectionery Group;
• Patricia Blond Bueno, Performance director at GroupM Spain;
• Santiago Miguélez Arrizado, Marketing Director at Hijos de Rivera (Estrella Galicia);
• Nuria Mª Arribas Vera, Managing Director of InLac (Organización Interprofesional Láctea);
• Juan Millán Míguez, Head of Sales Spain at Dailymotion Advertising.
• Rodrigo González Lama, Head of Advertising for Uber Spain & Portugal;
• Leandro Martín Ramírez Sánchez, Media Manager & Strategist at Burger King Iberia;
• Mónica García Agulló, Senior Client Partner at Pinterest;
• Mateo Palacio Álvarez, Marketing Manager for 7up, Lipton, Gatorade and Energy Drinks at PepsiCo Spain;
• Gustavo Belausteguigoitia, Marketing Manager at Diageo;
• Héctor Medina Moro, Marketing Manager at Bodegas Emilio Moro;
• Alba Soler Fernández, Head of Marketing, Communication and Sustainability at Iberian Premium Fruits;
• Margarita Baselga, Director of Marketing and Communication at Aguaservice;
• Marcos Alonso, Marketing Manager & Digital Leader at Lactalis Nestlé;
• Vanessa Ocando, Marketing Director at Ricola;
• Joshua Rola Torres, Senior Media & Precision Marketing Manager at Pernod Ricard.
• Alberto García, Head of Communications & Advertising at Vicky Foods;
• Christopher Aguilar, CMO at La Martinuca;
• Anabel Sotosdosos, Marketing Director at PURATOS;
• Aurelio Moro, Marketing Director at Grupo Choví Alimentación;
• Joy Diez, Executive Creative Director and Managing Director at OATLY;
• Jaime Martín, Corporate Communication and Institutional Affairs at FERRERO.
• Juan Francisco Camacho, Media Director for Spain and Portugal at FERRERO;
• Teresa Martos, general manager at APPINIO; and
• Pepe Viches, Sales and Marketing Director at Cárnicas de Letur.

In addition, professionals from the publishing and technology fields also participated, such as Ana Egido, editor-in-chief of IPMARK, and José Luis García, co-founder and CEO of FLUZO.

Exclusive presentation of the HDG 2025 Observatory

One of the most anticipated moments of the day was the premiere presentation of the new Generative Digital Footprint 2025 Observatory, developed by ROI UP Group. In it, we analyze how artificial intelligence is changing the reputational terrain for major brands in the food sector in Spain.

This study, pioneering in its approach, evaluates how platforms such as ChatGPT, Gemini, Copilot or Perplexity are already conditioning the way consumers perceive a brand, even without visiting its website or official profiles.

Through a triple methodology, which combines traditional digital presence, AI interpretation and potential reputational risk, a ranking was prepared where Mahou, Estrella Galicia and Gullón are positioned as the best prepared brands for this new scenario. On the opposite side, others such as Bimbo, Activia or Pescanova face greater challenges derived from past crises, unclear structures or lack of controlled visibility.

For the selection of the brands, we followed the criteria of the “Brand Foodprint 2024” study by Kantar Media, which selects the most consumed food and consumer brands in Spain: the first 25 companies in the aforementioned ranking, adding to the study 4 companies that stand out within this list and occupy from 26th to 50th position, as well as the company that came in first position in the previous Observatory (Red Bull).

The 30 chosen were: Coca Cola, El Pozo, Central Lechera Asturiana, Campofrío, Danone, Gallo, Casa Tarradellas, Bimbo, Don Simón, Pescanova, Activia, Puleva, Gallina Blanca, Nestlé, Gullón, Mahou, Colgate, Argal, Fanta, Fairy, Azucarera española, Aquarius, Navidul, Brillante, Dulcesol, Calvo, Grefusa, Red Bull, Estrella Galicia and Ybarra.

Some of the most relevant conclusions

After the deep analysis carried out by ROI UP Group in its new Observatory, general strengths are appreciated to almost all food brands, such as a strong presence in social networks, a good perception as employers or positive references about products and innovation in the 4 AI platforms used.

As regards aspects to be improved, some brands show a lack of corporate and brand information, as well as unclear information between product ranges and parent companies, which may cause some confusion in the narrative generated by the AI.

The lack of optimized digital communication strategies is a common weakness for almost all the brands detected by the Observatory. Although many of them already work with influencers and related social media channels, very few firms have managed to correctly position collaborations with general media in their first Google results. This type of news and articles, paid in many cases, builds a storytelling that is an important part of the subsequent Generative Digital Footprint.

As our Head of Social Media, Vicente Sánchez, the document’s ideologist, points out: “artificial intelligence has become as influential a source of consultation as Google or social networks. If you don’t manage your digital footprint strategically, you run the risk of AI returning a distorted image of your brand”.

Round table: the Generative Digital Footprint, under discussion

In line with this presentation, we organized a roundtable to discuss the real impact of AI on reputational marketing. Under the title “Generative Digital Footprint of the TOP food brands in Spain”, we addressed how AI models are already actively influencing the narrative that reaches the consumer.

Two industry leaders participated in the event: José Luis Jiménez, CMO of Galletas Gullón and José Luis García, CMO of GOIKO.

The debate was chaired and led by our CEO, Diego Jiménez, and moderated by our communication specialist Fátima Abdallah González, with the impulse and editorial direction of our Global Head of SM &PR, Vicente Sánchez Jorreto.

Martech, AI and reputation: the new strategic triangle

From ROI UP Group we continue to focus on research, analysis and development of solutions where artificial intelligence, content and user experience are aligned. We do this hand in hand with strategic partners such as Sitecore, with whom we design automated, personalized and scalable digital experiences.

We are already thinking about next year’s edition!