Karmina is the new agency for Pans&Company Spain and Portugal.

Pans & Company, the renowned restaurant chain of the Ibersol Group has selected Karmina Agency as its new agency to manage its social media during a key year of transformation for the brand, both in Spain and Portugal. This collaboration will focus on boosting the digital presence of (the brand) Pans, especially on platforms such as Instagram, Facebook and TikTok, web and app, by creating innovative content, (in different formats) in video and highlighting the brand's personality and story.

Pans' decision to trust Agencia Karmina responds to the need to adapt to current market trends and connect more effectively with its target audience. 2025 is a year in which new channels such as Threads or Bluesky are bursting onto the scene (the integration of artificial intelligence in companies, but also the evolution of platforms such as Glovo, which will focus on users and the interaction between brands and consumers. This initiative reflects the brand's commitment to remain at the forefront and offer experiences adapted to current needs and consumer habits.

One of the main pillars of this collaboration will be the production of video content, aligned with the preferences of users on social networks. Strategies ranging from promotional videos to user-generated content (UGC) or influencers will be developed, fostering an active and participatory community around the brand.

In addition, the figure of «content hosts» will be implemented, content creators who will act as brand ambassadors, humanising communication and establishing a closer connection with the public. This strategy seeks not only to increase the visibility of Pans, but also to strengthen customer loyalty and commitment.

With this alliance, Karmina is consolidating its gastronomy vertical, Karmina, a specialised vertical that has dozens of clients such as Sapporo, Barcelona Culinary Hub, UDON Asian Food, BrewDog and Hofmann, and which expects to increase its portfolio with major brands this year. Arnau Sanz, CEO of Karmina points out that “a brand like Pans, with so much history and being a benchmark for sandwiches, is perfect for developing the demands of consumers, such as storytelling, values, people and interaction. Brands must become content creators, i.e. have their own community, be viral and connect with the public through entertainment, and not define communication as a one-way information channel about services and products».

Claudia González, The agency's head of the project says: “Personally, this project is the biggest challenge of my career to date. It is a very interesting challenge because this is a key moment in the evolution and commitment of brands to their communities and customers. At KARMINA, we want to provide a strategy that not only repositions Pans & Company in the digital ecosystem, but also turns it into a benchmark in terms of content and connection with its audience. The opportunity to work with such an iconic brand, helping it to tell its story in a fresh, innovative and approachable way, is something that motivates and excites me. I am confident that this collaboration will allow us to explore new formats, push our creativity once again and test our ingenuity to make a real impact on people.

Pans & Company, founded in 1991, is the flagship brand of the Ibersol Group and leader in the Spanish sandwich shop market. It has a network of more than 150 restaurants nationally and internationally, selling more than 15 million sandwiches a year. The Ibersol Group, with a presence in Portugal, Spain and Angola, manages several own brands such as Pans & Company, Ribs, Santamaría and FrescCo, as well as operating well-known franchises such as Pizza Hut, KFC and Taco Bell.

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