Pronaca has announced that Piero Hincapié will serve as the ambassador for its campaign “Pronaca Alimenta tu Pasión.” The initiative aims to engage Ecuadorians by highlighting the values and inspiration that sports can provide, such as discipline, teamwork, and perseverance.
The company, which has been present in Ecuadorian households for nearly seventy years, is using this campaign to reinforce its commitment to principles like effort and commitment—values it says are central to its corporate identity. Pronaca views sports as a way to connect emotionally with consumers, clients, and employees.
Piero Hincapié’s appointment as ambassador aligns with this vision. His career is described as one marked by discipline, passion, and ongoing preparation. These qualities make him a natural fit for representing the brand’s message of sustained effort and growth.
“Pronaca Alimenta tu Pasión” is intended as a comprehensive platform that positions sport as a source of inspiration and pride at both personal and collective levels. The campaign plans to support people during moments when sports become an important motivator in their lives.
Gabriela Rodríguez, Marketing Director of Pronaca’s Ecuador Business Unit, said: “With Alimenta tu Pasión we seek to connect with what inspires people to give their best every day. Together with Piero we want to highlight the effort, consistency and trust built through daily work—principles that are part of Pronaca’s DNA and the stories we want to share.”
Throughout the year, the campaign will include national experiences, content creation, and events aimed at emphasizing how sport and passion contribute to well-being, growth, and connection among people.
