Wiki Spanish Food editorial team
The Interprofesional del Aceite de Oliva Español, through its Aceites de Oliva de España brand, has rolled out a specific action to convey a direct message to consumers: Merry Variety! Give the gift of Olive Oil. It's an experience.The campaign includes notable participants, such as Karlos Arguiñano, who took part last year as well, through his TV show Karlos Arguiñano en tu Cocina (Antena 3), as well as David de Jorge, from the show Robin Food (Telecinco). Both chefs will invite the public to share Extra Virgin Olive Oils this holiday season, while providing recommendations on how to use single varietal oils in recipes typical of this time of year.
In addition to featuring the two most successful TV chefs in Spain, the hosts from TV show Sálvame (Diario and Deluxe) and sports programs on channel Cuatro will also promote olive oils as the perfect Christmas gift.
The use of TV as part of the campaign aligns with the magazines aimed at the people responsible for doing the household shopping.More than 11 million contacts will be achieved by inserting campaign advertising into leading magazines aimed at the target public, such as the Hola!Cooking Special, Semana, Pronto, Diez Minutos, Saber Vivir, Elle, Telva and Vanitas Vanitatis.Special measures have also been taken to ensure that the campaign has an online impact.Mediaset group will include the campaign ad with specific information about olive oils on the Telecino, Divinity and Robin Food websites.
This communication action is part of the promotional program for the domestic market and is part of the campaign rolled by the Interprofesional, with the support of MAGRAMA and the European Union, to raise awareness about new experiences that the various kinds of extra virgin olive oil offer consumers. The campaign content and aesthetic have been adapted to reflect the holiday spirit, which aligns with the specific demand for this type of product this time of year.