The Interprofesional del Aceite de Oliva Español presented its new campaign, to be rolled out through the Aceites de Oliva de España brand and implemented throughout Spain. This initiative is supported by Spain's Ministry of Agriculture, Food and the Environment and the European Union, and the involvement of the various entities has made it possible to organize a series of activities that seeks to offer an updated and broader image of Aceites de Oliva to domestic consumers and international visitors, inviting them to participate in the Experience and discover olive oils' aromas, textures, varieties, and flavors.
During his speech at the campaign inauguration, Miguel Arias Cañete, Minister of Agriculture, Food and the Environment, highlighted the Interprofesional's achievements since its first domestic and international promotional campaigns in 2009, setting an example for Spain's agri-food sector.
According to Pedro Barato Triguero, president of Interprofesional del Aceite de Oliva Español, "It's our goal for the world's leading olive oil producer to also pride itself on having a greater olive oil culture. This can only be achieved by informing consumers and showing Spaniards—as well as the millions of international visitors we welcome annually—that Aceites de Oliva offers a whole world of Experiences, waiting to be discovered. Moreover, we want consumers to create a special place in their kitchens for olive oils. We encourage them to experiment at home with different varieties so as to find the oil that best suits their dishes and tastes."
With this in mind, a campaign was designed to include actions involving direct contact with consumers, who will be invited to take part in this Experience. The presentation included one of those actions, in which renowned chef Juan Pozuelo, the campaign's culinary ambassador, led a cooking demonstration with Aceites de Oliva using the four most common single-varietal extra virgin oils in Spain: Arbequina, Cornicabra, Hojiblanca and Picual. The demo offered a practical way of showing consumers the advantages of using an extensive selection of Aceites de Oliva aromas and flavors and their potential in cooking.
A week-long event in Plaza de Callao, open to the public
The tent where the inaugural event was held will also host Aceites de Oliva Week, one of the first promotional actions to be implemented. Fun, educational activities for students will be offered in the mornings, where they will learn all about olive oils and their many qualities and health benefits, and be able to taste the most popular varieties.
The main culinary event during Aceites de Oliva Week is aimed at catering school students and active sector professionals. Chef Juan Pozuelo will lead a cooking demonstration entitled "Cuisines of the World", during which he will show how recipes and products from all over the globe are further enhanced when prepared with the right olive oil.
The general public is also invited to participate in the Aceites de Oliva Experience. Tastings, pairings and other activities are scheduled with a view to revealing a whole world of olive oil flavors, aromas and textures.
Food carts to bring the Aceites de Oliva Experience to all of Spain
The event in Madrid also marked the departure of 50 Aceites de Oliva food carts, which will travel across Spain in search of the best locations—from street corners to tourist areas—to interact directly with the public and invite them to participate in the Experience. During the three-year campaign, the food carts will travel more than 30,000 kilometers, interacting with Spanish consumers and international tourists along the way. They will park outside museums and near beaches, on main streets, in squares and at events which have been strategically-selected for drawing large crowds, where they will invite consumers to taste four single-varietal oils (Arbequina, Cornicabra, Hojiblanca and Picual) and distribute information on the products and their uses in cooking.
Actions in the media and online
The Aceites de Oliva campaign will also utilize mass media, with commercials during leading TV shows on Spanish networks and print ads in press with the largest print runs. The campaign will also include myriad actions with two especially important groups for the olive oil sector: the hospitality and healthcare industries. Social media and the internet will be a fundamental tool for the campaign, although the primary approach will be direct contact with consumers, which ensures not only that they receive personalized information about products and usage tips, but also that they interact with people from the campaign.
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