By Pandora Peñamil Peñafiel
Mercacei Magazine | Madrid, Spain

The television campaign of the European Programme for the Promotion of Olive Oil began yesterday in Spain and will be on the air until 26 February. Under the slogan, Olive Oil, the Heart of the Mediterranean Diet, Spain invites worldwide consumers to take care of their beloved ones with the flagship product of Mediterranean culture, olive oil.

The campaign that was developed by the Interprofesional del Aceite de Oliva Español (Interprofessional), has three objectives: to provide maximum coverage across the target audience, increase visibility of olive oil and offer consumers more detailed information on the product. The TV format will use conventional advertising (spots of 20 and 10 seconds) and unconventional (sponsorships).

All advertising resources have concentrated on the two leading communications groups in Spain: Tele 5 and Antena 3. Both include their respective thematic channels.

With this new campaign the Interprofessional hopes to repeat the success of the last campaign launched in 2011, which reached more than 16 million consumers homes.

The Programme for the Promotion of Olive Oil in Europe is an initiative of the Interprofessional, the Ministry of Agriculture, Food and Environment and the European Commission. With a budget of over 16.5 million euros, the program will span three years, from October 2009 to October 2012, in Spain, UK, France, Belgium and Holland.

Sources:

Mercacei Magazine
Interprofesional del Aceite de Oliva Español

Mercacei articles also appear in Mercacei magazine and are not edited by Olive Oil Times.

This article was last updated February 8, 2012 - 2:39 PM (GMT-4)