SPAIN AND EU TO SPEND 16.5 MILLION EUROS ON OLIVE OIL PROMOTION
The Spanish organisation of olive oil professionals, the Spanish Ministry of Agriculture, and the European Commission today announced details of the biggest promotional campaign for olive oil undertaken to date in the European Union.
• A €16.5 million, three-year campaign with a geographical scope covering Spain, France, United Kingdom, Belgium and Holland.
• Aiming to increase olive oil consumption, both in countries where there is already a strong cultural tradition of olive oil consumption and also in markets where this cultural tradition is less strong or does not exist.
The 3-year plan, which started on October 2009, will run until October 2012 in the UK, France, Belgium, the Netherlands, and Spain. The total contribution – Olive oil professionals 47%, Spanish Ministry of Agriculture 13%, and European Union 40% – will be equally divided between each country for each year of the campaign.
Approximately 25% or €4 million of the total budget allocated by the European Union will be spent in the UK, over the three-year period.
Pedro Barato, the President of the organisation of olive oil professionals, said: “The backing of the EU and the Spanish Government presents us with a great opportunity. This unprecedented budget, and the direct involvement of the industry itself, will enable us to respond to what is a critical situation.”
Increase the consumption
Over the last few years, the modernisation of olive groves and the appearance of new production countries on the global market have lead to a steady increase in the worldwide production of olive oil.
Therefore the objectives of the campaign are to:
• increase olive oil consumption and encourage its presence throughout the marketplace
• emphasise the benefits of olive oil consumption to the buying public
• build the customer base
• encourage greater consumption amongst younger population
• achieve support from opinion leaders and the media
The campaign will vary from country to country but will essentially rely on communicating information on the various types of olive oil, their distinctive commercial categories and varieties, their nutritional and organoleptic qualities as well as emphasising the benefits of the Mediterranean diet, of which olive oil is one of the key ingredients.
In the UK, the strategy will focus on associating olive oil with the wellbeing and health benefits of a Mediterranean lifestyle. The underlying message “Here, we know how to live” is communicated within the claim “Olive Oil. The flavour of life”.
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