`European Campaign Spots Air on Spanish TV - Olive Oil Times

European Campaign Spots Air on Spanish TV

Feb. 8, 2012
Pandora Penamil Penafiel

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The tele­vi­sion cam­paign of the European Programme for the Promotion of Olive Oil began yes­ter­day in Spain and will be on the air until 26 February. Under the slo­gan, Olive Oil, the Heart of the Mediterranean Diet, Spain invites world­wide con­sumers to take care of their beloved ones with the flag­ship prod­uct of Mediterranean cul­ture, olive oil.

The cam­paign that was devel­oped by the Interprofesional del Aceite de Oliva Español (Interprofessional), has three objec­tives: to pro­vide max­i­mum cov­er­age across the tar­get audi­ence, increase vis­i­bil­ity of olive oil and offer con­sumers more detailed infor­ma­tion on the prod­uct. The TV for­mat will use con­ven­tional adver­tis­ing (spots of 20 and 10 sec­onds) and uncon­ven­tional (spon­sor­ships).

All adver­tis­ing resources have con­cen­trated on the two lead­ing com­mu­ni­ca­tions groups in Spain: Tele 5 and Antena 3. Both include their respec­tive the­matic chan­nels.

With this new cam­paign the Interprofessional hopes to repeat the suc­cess of the last cam­paign launched in 2011, which reached more than 16 mil­lion con­sumers homes.

The Programme for the Promotion of Olive Oil in Europe is an ini­tia­tive of the Interprofessional, the Ministry of Agriculture, Food and Environment and the European Commission. With a bud­get of over 16.5 mil­lion euros, the pro­gram will span three years, from October 2009 to October 2012, in Spain, UK, France, Belgium and Holland.

Mercacei arti­cles also appear in Mercacei mag­a­zine and are not edited by Olive Oil Times.

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