Denominaciones de Origen, mucho más que un lugar

Two PDO products belonging to the most mature categories in the food market - wine and cured ham - compete in a fragmented market with products not carrying the certified quality logos. The latter use lower prices as their main selling point. Jamón de Teruel and Vino Somontano, guarantors of the renowned Spanish cuisine, are two complementary products, each providing the very best in their category. They join forces in this project in a perfect partnership, created out of the need to foster the level of knowledge and recognition of the EU quality schemes.Jamón de Teruel is the only white ham on the Spanish market with a PDO logo. It is cured for a minimum of 14 months, a period much longer than its competitors (4 to 6 months). Vino Somontano comes from a unique land which enables each one of its fifteen varieties of grape to be pronounced to the maximum. It is the origin of a wide range of top quality wines, compared to other rivals without a PDO stamp, which focus more on a single variety and a limited offer. The quality and distinction of the two products are based on origin, territory, history and tradition, know-how and authenticity.The challenge is to raise the level of consumer awareness and recognition of the PDO logo in Europe and in Spain. Research undertaken by the two PDO producers in Spain concluded that, from a consumer's perspective, the virtues of the PDO are strongly linked to the origin of the product and not so much to its guaranteed quality. This has been used as the compass for structuring the communication strategy for the campaign, which must promote the PDO stamp in a much more prominent way, as well as deliver the message that a PDO is a lot more than its origin. Achieving this will mean pursuing initiatives that ensure coverage and affinity, in advertising on TV, radio, in the press, online, in cinemas and POS promotions. In addition, content will be created to raise  awareness through a press work, direct marketing, training seminars, events and social networks.