‘Bites of Europe – A trip to Europe in every bite’ – EU promotion campaign in Mexico  

This EU campaign aimed to showcase the diversity, quality, safety and authenticity of EU food and beverages in Mexico to consumers, importers, distributers and media.

Objectives:

• Increase awareness amongst importers, distributors, and consumers about the standard of excellence upheld in EU agricultural produce in quality, authenticity, and safety.
• Create a positive image of EU agricultural produce in Mexico in order to help increase demand and market share of the promoted products in the country.
• Increase awareness and recognition of the EU quality schemes (organic, GIs) amongst importers, distributors, and consumers.

Strategy and activities:

The campaign made Mexicans travel to Europe through gastronomic experiences and promoted the key merits of EU agricultural produce. It leveraged the audience’s curiosity, their interest in discovering, travelling, and testing new experiences, and invited them to introduce EU agricultural produce in their daily life.

The campaign was designed with a comprehensive approach to reach the target audiences through B2B, B2C, and media, and engaging activities. It featured communication and advertising activities, tastings and workshops, masterclasses and VIP dinners, as well as online and onsite food trips, organized in collaboration with influencers and renowned chefs. Additionally, the campaign had a strong digital component, with a dedicated website and social media channels that shared informative content and animated videos.