Carrefour and Movistar Plus have launched 'Bienvenido al Club,' a six-episode series featuring twelve well-known brands. The project takes a new approach to brand integration in Spanish entertainment. The series is now streaming on Movistar Plus.
Carrefour has entered Spanish television with the new comedy series "Bienvenido al Club" on Movistar Plus, bringing twelve major consumer brands into the story. Instead of relying on traditional ads, the brands are woven directly into the show, aiming to reach viewers through scripted entertainment.
The series, produced by TBS for Movistar Plus, runs for six episodes of eight minutes each. Funding came from a group of brands: Almacenes Rubio, Campofrío, Coca-Cola, Danone, Ecobel, El Encinar de Humienta, Florette, Idilia, El Pozo, Mahou, Mission Foods, and Monbake. This is the first time in Spain that so many brands have been integrated into a single entertainment project at this scale.
In June 2026, El Club Carrefour surpassed 11 million members, making the search for the 12 millionth member a central plot point in the series.
The story follows Edu, a young filmmaker who reluctantly takes on a job documenting daily life in a hypermarket. What starts as a routine assignment turns into a series of unexpected encounters and situations, all set in a busy supermarket. The brands are part of the plot, not just background products.
The launch event was held on Madrid’s Gran Vía, inside a Telefónica building that was sold on the same day as the premiere, though Telefónica will stay on as a tenant. Elodie Perthuisot, executive director of Carrefour España, used the event to highlight the company’s move away from standard marketing. She noted the recent milestone of 11 million Carrefour Club members and explained that the series centers on the search for the 12 millionth member, tying 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. The series was created by Marta Darriba and Javier Pilar, directed by David Sanz and Juanpe Gálvez, with a script by Tatiana Chisleanschi and Javier Pilar. Rafa Arroyo handled cinematography, giving the show a look that stands out from typical branded content.
According to recent industry commentary, the launch of 'Bienvenido al Club' is considered unique for both the retail sector and Movistar, potentially setting a benchmark for future collaborations between retailers and streaming platforms in Spain.
Noelia Bodas of TBS described the project as 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 offer higher quality. She pointed to "Bienvenido al Club" as an example of this strategy.
Carrefour started the project, but TBS managed everything from script to post-production to keep the creative direction consistent. The result is a series that blends entertainment and marketing, and may influence how brands connect with Spanish audiences in the future.
While branded content isn’t new in Spain, the scale and approach of "Bienvenido al Club" are a step up. Companies are looking for new ways to reach consumers as media habits change and traditional ads lose impact. This follows a wider trend in international brand partnerships, as seen in other sectors where alliances have shifted how influence works, such as the reported earlier dynamics between the US, Morocco, and Spain.
The Spanish advertising industry is watching closely. If "Bienvenido al Club" manages to attract viewers and build brand loyalty, it could lead to more projects like this and change how viewers, creators, and brands interact. The series is available only on Movistar Plus, and its reception will show whether this kind of branded entertainment has a future in Spain.
