13 DE octubre DE 2016
Wikispanishfood editorial team
On July 22nd, the promotional campaign entitled "Aceites de Oliva. Toda una Experiencia" concluded. The initiative was organized by the Interprofesional del Aceite de Oliva Español through its Aceites de Oliva de España brand, in cooperation with the European Union and the Ministry of Agriculture, Food and the Environment. Three intense years of trying to teach Spanish consumers about the olive oil culture, not to mention the millions of tourists who visit each year. According to the organization, the campaign exceeded all expectations, with more than 500 million impacts.
Moreover, this campaign aimed to seek out quality contacts, especially those achieved by involving the public, allowing them to touch, smell and, in particular, taste extra virgin olive oils. That was the main objective of the 50 olive oil carts that traveled 30,000 kilometers across 20-something Spanish cities over the last three years, and which also had a presence at events such as Expoliva, Gourmets, Madrid Fusión, FITUR, and the leading movie theaters in Madrid. More than two million people were able to taste extra virgin olive oils made from Arbequina, Cornicabra, Hojiblanca and Picual olives. In the last year, the carts were primarily stationed in popular tourist cities such as Cádiz, Toledo and Málaga.
As for experiential actions, Olive Oil Week stands out in particular, which sought to raise awareness about the culture of olive oils in Madrid, Seville and Málaga. Thousands of people sampled extra virgin olive oils, learned to cook tapas, prepare fruit and vegetable juices enriched with extra virgin olive oil, make dessert, become more knowledgeable about the history of olive growing, etc.
Moreover, three editions of Olive Oil Week were organized especially for students. The "Toda una Experiencia" campaign was introduced at schools for children ages 6 to 8, with more than 300 workshops per year in 15 cities in total. As a result, 30,000 students in Spain have had an "experience" with olive oil.
A medium- and long-term project
School children weren't the only ones who experienced olive oil. Over the last three years, 59 master classes were given at the leading culinary schools in Spain. A total of 10,000 students participated in this activity in the last year. To do this, an expert trained was specifically to participate in the activity by the Olive Oil Ambassador, Juan Pozuelo.
In the best hotels
In addition to training for professionals, the catering segment has provided a way to provide the experience to millions of national and international consumers. Customers at 92 Paradors sampled the main single-variety oils, following advice from the maître d. More than 800,000 copies of the Aceites de Oliva. Toda una Experiencia en las Cocinas del Mundo cookbook were distributed. The book includes the most well-known dishes from the main cuisines around the world using extra virgin olive oil to strengthen their aroma and flavor. More than two million people actively participated in this activity.
In the final year of the campaign, two leading hotel chains, NH Hotel Group and Vincci Hoteles got involved. In 92 (from among the former's 143) and in 1 (from the latter's 39) hotels, a special lit-up rotating exhibit was designed to draw attention during breakfast to the Arbequina, Cornicabra, Hojiblanca and Picual varieties. In both hotel chains, more than 800,000 fliers, in Spanish and English, were handed out with all the necessary information so that customers would be able to become olive oil ambassadors.
These experiential activities were also featured in traditional media, such as TV and popular magazines, in movie theaters and also on city buses in Madrid and Barcelona. The actions implemented in cooperation with chef Karlos Arguiñano, on his TV show, generated more than 90 million impacts alone in the last three years.
The "Aceites de Oliva. Toda una Experiencia" campaign raised notable awareness in conventional media and on social media. The press office published more than 1,400 news items in connection with the campaign, increasing the number of impacts to 113 million people, with a media monitoring value of over 6.1 million euros. As for social media, the ongoing management of various profiles helped create a community of 55,700 fans on Facebook, with more than 1.3 million views on YouTube.