` Spanish Olive Oil Campaign Underway in India

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Spanish Olive Oil Campaign Underway in India

Feb. 25, 2015
By Isabel Putinja

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Since Decem­ber, the sec­ond phase of a three-year cam­paign pro­mot­ing olive oil is under­way in India after being first launched in Jan­u­ary 2014.

With the slo­gan Join the Olive Oil Rev­o­lu­tion,” the campaign’s mes­sage to the Indian pub­lic is that olive oil is healthy and suit­able for Indian cui­sine.

Launched by Spain’s Inter­pro­fe­sional del Aceite de Oliva Español, the pro­fes­sional body rep­re­sent­ing the olive oil indus­try and sup­ported by the Span­ish Olive Oil Exporters Asso­ci­a­tion (ASOLIVA), the cam­paign is financed with aid from the Euro­pean Union and the Span­ish Min­istry of Agri­cul­ture, Food and Envi­ron­ment.

The sec­ond phase of the adver­tis­ing cam­paign includes a 60-sec­ond com­mer­cial spot broad­cast on 25 tele­vi­sion chan­nels and in cin­e­mas in six cities across the coun­try: Delhi, Mum­bai, Hyder­abad, Kolkata, Pune and Ban­ga­lore, as well as print adver­tise­ments in lead­ing Indian news­pa­pers and mag­a­zines. Ads were also dis­played on 300 taxis run­ning in Delhi and Bom­bay over the course of a month.

As part of the cam­paign, sev­eral high-pro­file Olive Oil Rev­o­lu­tion” cook­ing events with celebrity chefs were recently held at five-star hotels in Delhi and Bom­bay, with more events planned in Pune, Ban­ga­lore and Ahmed­abad accord­ing to the campaign’s Face­book page.

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The pro­mo­tional cam­paign has so far been suc­cess­ful with 85 per­cent of Indian con­sumers sur­veyed express­ing inter­est in buy­ing olive oil, accord­ing to Wik­iSpan­ish­Food.

In 2013, India had imported 11,158 tons of olive oil, with 6,665 tons orig­i­nat­ing from Spain — a small frac­tion of the more than 1.5 mil­lion tons pro­duced by Spain that year.


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