`Olive Oil Promotion Hits 1,500 Bakeries Around Spain - Olive Oil Times

Olive Oil Promotion Hits 1,500 Bakeries Around Spain

May. 3, 2012
Naomi Tupper

Recent News

The Spanish Interprofessional orga­ni­za­tion of olive oil has recently com­menced a cam­paign in 1,500 Spanish bak­eries as part of its European pro­gram for pro­mo­tion of olive oil. The cam­paign, which was launched last Wednesday, has the objec­tive of reach­ing over one mil­lion peo­ple both in Spain and in through­out Europe.

The bak­ery cam­paign will last for two months and will take place in twenty-one Spanish cities with over 50,000 inhab­i­tants, includ­ing Barcelona, Tarragona, Valladolid, Bilbao, Girona, Oviedo and Santander. As bread and olive oil go hand in hand as part of a Mediterranean diet, bak­eries were deemed appro­pri­ate part­ners for pro­mo­tion.

Consumers will have the oppor­tu­nity to enter to win one of 100 sup­plies of olive oil for a year, in addi­tion to books about olive oil. This prize draw­ing is a new addi­tion to the cam­paign, although pro­mo­tion on paper bags, posters and pam­phlets in bak­eries has been used in pre­vi­ous cam­paigns.

The com­pe­ti­tion will be open from April 25th until June 30th and can be entered via SMS, mail, or the web­site for European olive oil pro­mo­tion. The cam­paign will also involve work­shops, cook­ing, sto­ry­telling and a wide range of mer­chan­dise on offer to par­tic­i­pants.

The European cam­paign tour, which started in October 2009, will reach Paris by June 8. In this area the pro­mo­tion will be focused on the health ben­e­fits of olive oil and its diverse uses. The slo­gan Everything improves with olive oil, includ­ing you” will be the pro­mo­tional mes­sage of this sec­tion of the tour. After this the tour will move to the UK to par­tic­i­pate in the Taste of London” and Taste of Edinburgh” events.

During the route through France and the UK, books will be dis­trib­uted and draw­ings for trips to olive oil pro­duc­ing regions will be held. An inter­net space will also be set up for more in-depth infor­ma­tion.

The orga­ni­za­tion has also announced that it is work­ing on the pro­duc­tion of a children’s tele­vi­sion series, due to air in 2013 , in col­lab­o­ra­tion with the pro­duc­tion Lazy Town.” It is hoped that the series, which will fea­ture both actors and pup­pets, will not only be seen by Spanish view­ers, but also by those in other European coun­tries.

Organization man­ager for the Interprofessional, Theresa Perez, has sug­gested that future pro­mo­tions will be focused on a reduced num­ber of coun­tries, most likely Chinese and US mar­kets, but that cam­paigns would have a greater inten­sity.

The 2012 cam­paign as a whole has a cost of about 5 mil­lion Euros, of which ini­tia­tives in Spain receive more than 40 per­cent.



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