`Spanish Promotional Campaign Makes Progress - Olive Oil Times

Spanish Promotional Campaign Makes Progress

By Olive Oil Times Staff
Aug. 2, 2014 16:03 UTC
Chef Juan Pozuelo

A national cam­paign to pro­mote olive oil spon­sored by the Interprofesional del Aceite de Oliva Español with sup­port from Spain’s Ministry of Agriculture, Food and Environment and the European Union, has had some suc­cess in its first year, the Madrid-based orga­ni­za­tion.

Since the pro­gram was announced just over a year ago, it is esti­mated that over one hun­dred mil­lion con­sumers have been reached through a series of pro­mo­tional activ­i­ties, which have received pos­i­tive responses from con­sumers in peri­odic polls.

The orga­ni­za­tion says it reached 35 mil­lion view­ers via tele­vi­sion appear­ances on a cook­ing pro­gram hosted by Karlos Arguiñano, plus an addi­tional 20 mil­lion through adver­tis­ing spots and 1.3 mil­lion through the chan­nel Canal Cocina. Another 24 mil­lion were reached through writ­ten press media.

The cam­paign also took the streets, set­ting up olive oil tast­ing stands in tourism hotspots like Madrid, Sevilla, Santander, Zaragoza, Barcelona and Alicante. Through this activ­ity an esti­mated 585,000 peo­ple had the chance to sam­ple the main sin­gle-vari­etal oils — Arbequina, Cornicabra, Hojiblanca, and Picual — as well as receive olive oil infor­ma­tion and cook­ing tips. Another 2.1 mil­lion were reached via tourist buses in the afore­men­tioned cities.

Education was an impor­tant focus this year, and the orga­ni­za­tion led work­shops in culi­nary and hos­pi­tal­ity schools through­out Spain. Chef Juan Pozuelo, who serves as the cam­paign’s ambas­sador of olive oil,” was instru­men­tal in orga­niz­ing the par­tic­i­pa­tion of 442 restau­rants in the Olive Oil Flavors and Aromas Tour (Ruta de los Aromas y Sabores de los Aceites de Oliva). The cam­paign involved the med­ical com­mu­nity with an infor­ma­tive lunch that fea­tured car­di­ol­o­gists and other med­ical pro­fes­sion­als who spoke on the health ben­e­fits of olive oil.


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