`Olive Oil Promotional Campaign Launches in Brazil - Olive Oil Times

Olive Oil Promotional Campaign Launches in Brazil

By Julie Butler
Oct. 15, 2013 12:49 UTC

Brazil About to Learn More About Olive Oil’s Health Benefits

It goes with every­thing that’s good” — that’s the new slo­gan aimed at con­vinc­ing more Brazilians to buy olive oil.

Part of an International Olive Council (IOC) pro­mo­tion of both olive oil and table olives, it was among the details revealed at the launch this week in São Paulo, the world’s sev­enth biggest city.

IOC exec­u­tive direc­tor Jean-Louis Barjol and deputy direc­tor Ammar Assabah were both at the event, where cam­paign fea­tures high­lighted included:

- instal­la­tion of recipe machines at points of sale so cus­tomers can push a but­ton to choose a main ingre­di­ent, such as fish, rice or pasta, and receive a recipe using olive oil

- a gourmet van tour­ing major super­mar­kets in Río de Janeiro and São Paulo giv­ing live cook­ery demon­stra­tions and tast­ings

- a recipe com­pe­ti­tion for culi­nary school stu­dents

- tast­ings in major super­mar­kets across Brazil

- dishes made with olive oil fea­tur­ing on restau­rant menus dur­ing Olive Week

- oppor­tu­ni­ties for health spe­cial­ists, rep­re­sen­ta­tives from the gourmet sec­tor, opin­ion lead­ers, media pro­fes­sion­als, blog­gers and oth­ers to attend infor­ma­tion work­shops.

Olive oil imports have grown four per­cent in Brazil

The cam­paign will run until the end of next year and is being imple­mented by Valencia-based agency AGR!.

According to the IOC ten­der doc­u­ments, the pro­posed bud­get is €1.2 mil­lion ($1.6m) and aims include pro­mo­tion of the health ben­e­fits of olive oil and table olives and their adapt­abil­ity to Brazilian cui­sine.

The cam­paign presents new inter­est­ing busi­ness oppor­tu­ni­ties for olive oil and table olive pro­duc­ing coun­tries while offer­ing Brazilian con­sumers the chance to learn more and expe­ri­ence the gas­tro­nomic ver­sa­til­ity of these two prod­ucts, which are becom­ing increas­ingly more pop­u­lar and highly rated in this huge coun­try,” the IOC said in a press release.

In its lat­est newslet­ter, the IOC reported that olive oil imports in Brazil, already one of the world’s biggest olive oil mar­kets, were up four per­cent for October 2012 to July 2013, com­pared to the same period the pre­vi­ous sea­son.



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