`Spanish Promotional Campaign Makes Progress

Europe

Spanish Promotional Campaign Makes Progress

Aug. 2, 2014
Olive Oil Times Staff

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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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