Tapas have become one of Spain's most visible contributions to global gastronomy. In fact, it's the perfect tool for teaching consumers around the world about olive oil's versatility and about how it enriches and adds to any food's aromas and flavors. The combination of tapas and Spanish olive oil is winning over the world.
Through its Aceites de Oliva de España brand, the Interprofesional del Aceite de Oliva Español launched several global promotional campaigns last year, highlighting this typical Spanish gastronomic combination in 13 countries on four continents (including France, the UK, Germany, Russia, the US, Mexico, Brazil, China, Japan and Russia) and using a new culinary concept that is garnering success just about everywhere: food trucks. These "restaurants on wheels" can be found on the streets of major cities around the world. The Tapas Truck gives a Spanish flavor to this culinary movement and allows for direct contact with consumers.
Through its Aceites de Oliva de España brand, the Interprofesional del Aceite de Oliva de España has included Japan among the target countries in its promotional campaigns launched this fall in 13 markets on 4 continents.
The campaign was presented at an event in Tokyo, to which the media, gastronomy bloggers and catering school students were invited. The first promotional initiative, Spanish Style Home Party for Christmas, was also launched at the event.
Miyuki Matsuo, a nutritionist and gastronomy expert, was responsible for the bulk of the presentation of Spanish olive oils and for the cooking demo, during which several Christmas dishes were prepared, such as European-style sushi balls, orange and scallop marinade, and cod with spicy steamed clams. The recipes were featured in a leaflet, which also included recommendations for using Spanish olive oil.
The Interprofesional has launched a three-year promotional campaign in India and Indonesia, in cooperation with Spain's Ministry of Agriculture, Food and the Environment and the European Commission.
India is the priority destination for these actions. In an initial phase, 4,102 advertising spots will be broadcast on 28 national TV channels, including CNN IBN, Sony TV, Fox Traveller, Discovery Channel and Disney Channel. The ads will encourage Indian consumers to learn about Mediterranean flavors and use olive oil in their cooking with a view to eating a healthier, tastier diet. The campaign slogan is “Join the Olive Oil Revolution”.
The idea behind the spot is that the protagonist is able to enjoy the same flavors and experiences he had during his trip, which are not limited to Western cooking but, rather, which can be perfectly adapted to Indian cuisine. The main character thinks he's going to show his family a new product and its unique flavor, and is pleasantly surprised when he discovers that his parents already use it in their daily cooking. Olive oil's contribution to good health is one of the campaign's main messages, as cardiovascular and metabolic diseases are expanding at an alarming rate in India.
The Interprofesional set out to conquer Germany using extra virgin oils as the driving force and haute cuisine as the vehicle for sending consumers positive messages about the product.
The promotional campaign was held in tandem with one of the main culinary events of the year: the international Koch des Jahres competition (Chef of the Year), held at the 32nd edition of the ANUGA food fair.
Thomas Bühner, the three Michelin-star chef behind La Vie restaurant in Osnabrück, made his first appearance as brand ambassador for Spanish oils in Germany.
Bühner was one of the judges, and Aceites de Oliva de España was the primary sponsor. Eight chefs from Germany and Austria prepared four dishes, one of which was a tapa created with extra virgin oils from Spain, the main novelty of this year's edition. Aceites de Oliva de España presented a special award for the best tapa, which went to a young chef named Fabio Winkelhofer, who won a two-week internship with prestigious Spanish chef Jordi Cruz at his restaurant ABaC in Barcelona. The winning tapa comprised two dishes: Liquid bread salad and Bread salad with sardine, extra virgin olive oil gelee and Manchego. The winner of the competition, Christian Sturm-Willms, took home the 12,000 euro prize.
Aceites de Oliva de España designed an ambitious promotional campaign which used high-impact actions, starting with TV, in the final months of 2013. The brand chose China's Travel Channel, a travel and lifestyle channel which caters mainly to women with high purchasing power, and specifically the show Heart of the Home, which features new culinary methods around the world.
Chinese celebrities featured Spain's extra virgin oils on four episodes in December, which included cooking demos and a selection of emblematic dishes, such as paella. More than 20 million people tuned in to watch. The episodes also received exposure on social media, on China's leading microblogging site, Weibo, and on the video channel Youku.com, where they can be streamed.