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									   OLIVE OIL
   Promotional Program

   in the European Union




CAMPAIGN FINANCED WITH THE SUPPORT
   OF THE EUROPEAN UNION AND SPAIN
            Press dossier: Promotional campaign for olive oil in the EU
Index:
Introduction: The European Commission, the Spanish Ministry of the             2
Environment and Rural and Marines Affaires (MARM) and Interprofesional
del Aceite de Oliva Español are responsible for the launching of UE’s most
important promotional campaign for olive oil.

1.- Reasons for launching this promotional campaign for olive oil              2

2.- Objectives of the promotional campaign for olive oil                       3

3.- Promotional campaign for olive oils in Spain, France, United Kingdom,      4
Belgium and Netherlands.

3.1.- The campaign in Spain                                                    4

3.2.- The campaign in the United Kingdom                                       6

3.3.- The campaign in France, Belgium and Netherlands                          7

4.- The institution behind the initiative: Organización Interprofesional del   7
Aceite de Oliva Español

5.- Some figures representing the sector in Spain                              8




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                                   CAMPAIGN FINANCED WITH THE SUPPORT
                                      OF THE EUROPEAN UNION AND SPAIN
 The European Commission, the Spanish Ministry of the Environment and Rural
 and Marine Affaires (MARM) and Interprofesional del Aceite de Oliva Español
 are responsible for the launching of UE’s most important promotional campaign
                                    for olive oil.

       The budget of the campaign, which will last three years, is of 16.5 million euros,
        and it will be broadcasted in Spain, France, United Kingdom, Belgium and
        Netherlands.

       Its objective is to increase the consumption of olive oil among the heads of
        distribution channels and the people responsible for each home’s shopping, and
        to achieve the support of opinion leaders and media.

       Each advertising message will be adapted to the country where it is to be
        presented: “Cocina con amor” in Spain, “Olive Oil. The flavour of life” in the
        United Kingdom, and “Une vie de riche c’est bien. Une vie de luxe c’est mieux”
        in France.
France, United Kingdom, Belgium and Netherlands will be the target markets of the EU
promotional campaign for olive oil, conceived by Interprofesional del Aceite de Olive
Español and supported by the European Commission and by the Spanish Ministry of the
Environment and Rural and Marine Affaires (MARM). The budget available for this
three-year promotional campaign is of over 16.5 million euros, coming from European
funds (40%), the MARM (13%) and Interprofesional del Aceite de Oliva Español (47%).
The aim of this campaign, which began in October 2009 and will end in October 2012,
is to increase the consumption of olive oil among distribution channels and the people
responsible for each home’s shopping, as well as to achieve the support of opinion
leaders and the media.
The purpose of the campaign is to face the challenges of the sector by covering the
market demand, trying to make the most of the opportunities it offers and improving the
position of Spanish olive oil in the global market.
In order to achieve this, the campaign will focus on the dissemination of information on
olive oil, its different commercial categories, its richness of varieties, etc. In addition, in
order to promote consumption habits among young people, a modernization of this
traditional, yet sometimes unknown product, has been proposed.


1.- Reasons for launching the promotional campaign for olive oil
The three institutions involved in the campaign regard it as a solution to the launch into
the market of a growing production of olive oil. In the last years, the modernization of
the olive grove and the appearance of new producing countries in the international
scenario have resulted in a continuous increase of olive oil production worldwide.

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                                     CAMPAIGN FINANCED WITH THE SUPPORT
                                        OF THE EUROPEAN UNION AND SPAIN
However, despite the fact that consumption is also increasing, production is growing
faster. Therefore, the objective of this campaign is to increase consumption in order to
create enough demand to equal the existing supplies.
Spain is the world’s first olive oil producer, and therefore its largest stocks in the world
can be found within the European Union.
Nowadays, olive oil consumption in the European Union has an important growth
potential, as European citizens are increasingly interested in the prestigious
Mediterranean gastronomic culture, which is generally associated with avant-garde
cooking and a healthy and balanced diet.
Even though Spain has always been a great olive oil consumer, its consumption among
young people is currently decreasing while, at the same time, the average age of its
consumers is gradually increasing.
The slowing down of consumption in our country requires efforts aimed at reducing the
average age of Spanish consumers, which is currently between 45 and 65. Lower
consumption levels usually refer to homes made up of young couples without children
or couples with little children. Thus, this sector of population is the main target of the
promotional campaign for olive oil in Spain.
In the last years, Spain has witnessed an increase of the population as a result of
immigration, and there are currently around 4,000,000 immigrants in Spain. The culture
of most immigrants settling in our country lacks an olive oil consuming tradition. This
foreign population are potential consumers and therefore it is necessary to provide them
with information on olive oil and to show them the different ways in which it can be
used.


2.- Objectives of the promotional campaign for olive oil



      The first objective is to increase the consumption of olive oil in the Member
       States classified as “new consumers” by showing them the broad variety of olive
       oil uses and providing interesting information on olive oil.

      The second objective is to consolidate and promote the consumption of olive oil
       in the Member States classified as traditional consumers by improving their
       information on olive oil and creating consumption habits among young and new
       consumers.

      The third and last objective, aimed at opinion leaders, is to achieve their support
       by providing them with interesting information so they can promote olive oil
       consumption.




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                                    CAMPAIGN FINANCED WITH THE SUPPORT
                                       OF THE EUROPEAN UNION AND SPAIN
3.- Promotional campaign for olive oil in Spain, France, United Kingdom, Belgium and
Netherlands.
In the late 2008, Interprofesional presented to the MARM and the European
Commission a co-financing proposal for the generic promotion of olive oil in the
domestic market of the European Union through the development of different
promotional actions in Spain, France, United Kingdom, Belgium and Netherlands.
The campaign was finally approved on October 23rd 2009, and consists of advertising
actions aimed at distributors and consumers of these five countries.
The objective of this campaign is to reach strategically as many kinds of public as
possible within the domestic market of the target countries: Spain, France, United
Kingdom, Belgium and Netherlands. Therefore, the messages will be adapted to each
country.
However, there is a series of key and common messages to the five countries, which
constitute the core of the campaign:

      Olive oil’s nutritional attributes make it an essential component of a healthy and
       balanced diet.

      Modernization of the image of a product with a long tradition and an important
       cultural dimension.

      Olive oil categories.

      Gastronomic attributes and organoleptic characteristics.

      Olive oil and, especially, extra virgin olive oil, is a traditional natural product,
       ideal for modern and tasty cooking.


3.1.- The campaign in Spain
The consumption of olive oil in Spain has decreased, and the current data shows that
young parents use less olive oil in their diet. On the other hand, they are replacing the
Mediterranean diet with precooked dishes. Therefore, the advertising claim of the
campaign in Spain focuses on using olive oil to “cook with the heart” or to “cook with
love”.
The spot will be the key of the campaign and will be broadcasted in national television
and Internet. Goya winner Paco Femenía was the director of photography. It was
produced by Oriol Segarra and José Mª Flo played as home economist.
      Key message in Spain: Olive Oil. The Heart of the Mediterranean Diet. With all
       your love. The creative strategy appeals to the feeling of responsibility of
       parents. The best heritage for your children is health, an eating education.
       Prevent our culture from disappearing in the new generations.


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                                   CAMPAIGN FINANCED WITH THE SUPPORT
                                      OF THE EUROPEAN UNION AND SPAIN
The olive oil promotional program in Spain will consist of an image campaign, a
promotional campaign, a direct marketing campaign and a massive media and PR
campaign, developed by the Press Department.
   1. The image advertising campaign will be disseminated through different media
      and supports: television, magazines, free press and Internet, and its objective is
      to reach the person responsible for each home’s shopping: young housewives
      between 20-40.
   2. The promotional campaign will be developed at different points of sale (through
       flyers and postal free) and it will be supported by a massive media campaign
       (insertion in magazines, Internet affiliation networks and a campaign abroad
       with       a      touring      bus).      In    addition,    the      microsite
       www.aceitesdeolivadeeuropa.com/promo will be created to support the actions
       carried out at points of sale and media. These actions will work directly on
       consumers, who can win prizes such as a prestigious olive oil book or two trips
       to a olive oil producing region in Spain.
Points 1 and 2 reach the following target public:
             o Through television:
                        16,635,000 housewives
                        15,180,000 people, target public: people between 20-40
                         responsible for each home’s shopping, as well as prescriptors,
                         doctors, immigrants, opinion leaders, restaurateurs and
                         distributors.

250 showings in television through the broadcast of a television spot in national (A3
and T5) and regional channels (Forta) and 316 non-conventional insertions in general
national channels as:
       Mentions, cronos and info-advice.
       Special actions in Canal Cocina (Cooking TV Station).

             o   Through free press, magazines and supplements:
                        16,641,903 housewives
                        14,934,306 target public: people between 20-40 responsible for
                         each home’s shopping, as well as prescriptors, doctors,
                         immigrants, opinion leaders, restaurateurs and distributors.

   57 insertions in national newspapers and magazines of extensive coverage




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                                   CAMPAIGN FINANCED WITH THE SUPPORT
                                      OF THE EUROPEAN UNION AND SPAIN
      The direct marketing campaign will be executed through an informative sales
       folder and will be directed at the distribution channel. A promotional pack will
       be sent to 2,500 greengrocers’ during the first year and to 2,500 bakers’ in the
       two following years. Prizes, like a prestigious book or trips, will be awarded by
       drawing lots.

      The massive media and PR campaign will be carried out by the Press
       Department. It will develop a specific communication strategy aimed at on line
       and off line media, which will include journalists, prescriptors and opinion
       leaders. The objective of the Press Department is to strengthen the knowledge of
       olive oil among professionals from the food, gastronomic and catering sectors,
       promote consumption among consumers and create a new favourable opinion
       trend in the media.


3.2.- The campaign in the United Kingdom
In the United Kingdom, even though the Mediterranean diet is regarded as one of the
healthiest diets, the presence and regular use of olive oil at homes is not very common.
Therefore, the strategy in the United Kingdom will focus on transmitting the
Mediterranean culture by linking it to one of its essential elements, the use of olive oil.
The use of olive oil will be associated to a “sunnier”, “healthier” and “LIVELIER” life.


      Key message in the United Kingdom: Olive Oil. The flavour of Life. The
       creative strategy is based on the association of Mediterranean values to olive oil
       consumption. Enjoying life becomes the leit motive of the Mediterranean culture.
       The Mediterranean diet is healthy and olive oil is its main ingredient.


Promotional and communication actions in the United Kingdom will consist in:
   1. An information dissemination campaign carried out by the Press Department
      that will consist in a specific communication strategy for the British media, and
      insertions in on line and off line magazines.


              There will be 42 press insertions in the United Kingdom.

   2. A promotional campaign that will consist in offering information and presents in
      important distribution points of sale from a bus with the image of the company,
      and promoting it through Internet affiliation networks. The microsite
      www.aceitesdeolivadeeuropa.com/promo, will support the actions carried out at
      points of sale and media.


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                                   CAMPAIGN FINANCED WITH THE SUPPORT
                                      OF THE EUROPEAN UNION AND SPAIN
3.3.- The campaign in France, Belgium and Netherlands
In these countries, olive oil is regarded as a luxury good, expensive but nevertheless
“affordable”. Therefore, the message of the campaign will highlight the following
concept: “Living an expensive life is good. Living a luxury life is better”.


      Key message for France, Belgium and Netherlands: Une vie de riche c’est bien.
       Une vie de luxe c’est mieux. . The communication strategy used a
       communication style based on “luxury” and “gourmet” products in order to
       avoid the price barrier and reflect on the following statement: the only important
       factor is health, olive oil means health and health is priceless.
The promotional and communication actions in France, Belgium and Netherlands will
focus on:
   1. An image information campaign carried out by the Press Department that will
      consist in a specific communication strategy for the British media and insertions
      in on line and off line magazines.

          There will be 35 advertising insertions in France, 32 in Belgium and 27
          in Netherlands.


   2. A promotional bus that will make a tour around France promoting Internet
      affiliation networks in the three countries. In addition, the microsite
      www.aceitesdeolivadeeuropa.com will be created.


4.- The institution behind the initiative: Organización Interprofesional del Aceite de
Oliva Español
Interprofesional del Aceite de Oliva was born as a voluntary agreement between the
representative entities of the sector, which represent 50% of production, transformation
and marketing branches. It was incorporated in 2002 and recognised in February 27th
2003 by the Food and Agriculture Organization, the former Spanish Ministry of
Agriculture, Fisheries and Food by APA/509/2003 order.




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                                  CAMPAIGN FINANCED WITH THE SUPPORT
                                     OF THE EUROPEAN UNION AND SPAIN
The objectives of Interprofesional del Aceite de Oliva are the following:

      Promotion: increasing the presence of Spanish olive oil in international markets,
       and carrying out consumer information strategies exploiting the direct
       advantages of our product: quality, nutrition, health, Mediterranean diet.

      R+D+i: developing and applying programs conceived to help the sector evolve.
       Its objective is to promote innovation processes that can result in an adaptation
       of the supply to the market demand and the consumers’ needs.

      Market information and monitoring: Interprofesional intends to improve market
       knowledge by developing actions appropriate to real requests, thus guaranteeing
       the highest efficiency of its actions.


The highest representatives of Interprofesional are:
   -   Mr. Pedro Barato (President of the Organization)
   -   Mr. Pedro Rubio (Vice-president)
   -   Mr. Antonio Luque (Secretary)
   -   Mr. Agustin Rodriguez (Treasurer)


The members of Interprofesional are the following:
   -   Representing the producers:




   -   Representing the transformation and marketing sectors:




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                                   CAMPAIGN FINANCED WITH THE SUPPORT
                                      OF THE EUROPEAN UNION AND SPAIN
Since 2008, when the proposal of the activation of the Promotional Program in the
domestic market of the EU was presented, Interprofesional has developed the 2009
National Promotion campaign, with the support of the MARM and the Junta de
Andalucía, and the 2009 Promotional Campaign Abroad, in collaboration with ICEX-
Asoliva and Extenda, who have worked together in the development of promotional
plans for each sector in 10 countries.

As regards market research and monitoring, Interprofesional has worked in an “olive
oil” category review of distribution channels in France and the United Kingdom and in
a study on olive oil uses and consumption in the HORECA channel. In addition, they
recently signed an agreement with the Universidad Autónoma de Barcelona to provide
funds that will be assigned to the research on the possible influence of olive oil on
breast cancer prevention. Researchers are also working in new methods conceived to
improve olive mechanized harvest.


5.- Some figures representing the sector in Spain
Spain is the world’s first olive oil producer, and the average annual production of recent
years amounts to around 1,200,000 or even 1,400,000 tons. With over 300 million
olives covering more than 2 million and a half hectares, its crop represents more than
25% of the olive grove global surface. In addition, olive crops and harvest create over
32,000,000 day’s wages.
According to the results of the campaign 2008-2009, the production exceeded one
million twenty-nine thousand tons, of which over 659,000 tons were exported. At the
end of the campaign there were 205,200 tons left, the lowest figure of the last seven
campaigns. The evolution of olive oil exportation in the last years has had a positive
tendency, as its value increased between 2003 and 2008 by 48.41%: from 1,233 to
1,830 million euros.
Spanish olive oil is exported to over 100 countries in the 5 continents. Its main markets
vary depending on the exportation methods: either in bulk (exportations directed mainly
at the European Union) or in bottles of less than 5 litres, directly sold to consumers,
restaurants, establishments and the best gourmet shops in the world.




For further information:
Abascal Comunicación
Teresa Abascal/Myriam Rámila T. 91 456 04 44
tabascal@abascalcomunicacion.com / mramila@abascalcomunicacion.com




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                                    CAMPAIGN FINANCED WITH THE SUPPORT
                                       OF THE EUROPEAN UNION AND SPAIN

								
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