Carrefour has entered Spanish television with the comedy series "Bienvenido al Club" on Movistar Plus, weaving twelve major consumer brands into the story. Rather than relying on traditional ads, the show brings the brands to viewers through scripted entertainment.
Produced by TBS for Movistar Plus, the series runs for six episodes, each eight minutes long. Funding came from Almacenes Rubio, Campofrío, Coca-Cola, Danone, Ecobel, El Encinar de Humienta, Florette, Idilia, El Pozo, Mahou, Mission Foods, and Monbake. No entertainment project in Spain has previously integrated so many brands at this scale. In June 2026, El Club Carrefour surpassed 11 million members, and the search for the 12 millionth member anchors the series’ plot.
The story follows Edu, a young filmmaker who reluctantly takes a job documenting daily life in a hypermarket. A routine assignment soon leads to unexpected encounters and situations in a busy supermarket. The brands have roles in the plot, alongside the characters.
The launch event took place on Madrid’s Gran Vía, inside a Telefónica building sold on the same day as the premiere. Telefónica will remain as a tenant. Elodie Perthuisot, executive director of Carrefour España, used the event to describe the company’s move away from standard marketing. She cited the recent basic stage of 11 million Carrefour Club members and said the series centers on the search for the 12 millionth member, linking the story to the company’s growth and its customers.
The cast includes Aiden Botia Barbera, Gema García Muñoz, José María Pertusa San Martín, and Cecilia Mansilla Sánchez. Marta Darriba and Javier Pilar created the series. David Sanz and Juanpe Gálvez directed it, and Tatiana Chisleanschi and Javier Pilar wrote the script. Rafa Arroyo handled cinematography, giving the show a look distinct from typical branded content. Recent industry commentary has called the launch unique for both the retail sector and Movistar, and a potential benchmark for future collaborations between retailers and streaming platforms in Spain.
Noelia Bodas of TBS called the project a clear break from standard advertising, using comedy to make brand integration feel natural. Yolanda García, Movistar Plus’s advertising director, said the platform is focused on co-creating content with brands to keep viewers engaged and deliver higher quality. She cited "Bienvenido al Club" as an example of this strategy.
Carrefour initiated the project, while TBS managed it from script through post-production to keep the creative direction consistent. The series blends entertainment with marketing and may influence how brands connect with Spanish audiences in the future.
Branded content isn’t new in Spain, but "Bienvenido al Club" raises the scale and changes the approach. Companies are seeking new ways to reach consumers as media habits shift and traditional ads lose impact. The project reflects a broader trend in international brand partnerships, including alliances that have reshaped influence in other sectors, such as the reported earlier dynamics between the US, Morocco, and Spain.
The Spanish advertising industry is watching closely. If "Bienvenido al Club" attracts viewers and builds brand loyalty, it could prompt more projects like this and change how viewers, creators, and brands interact. The series is available only on Movistar Plus. Its reception will indicate whether this kind of branded entertainment has a future in Spain.
