PE DO RÍAS BAIXAS Y DEHESA DE EXTREMADURA, AL FIN JUNTOS

The PDOs Rías Baixas and Dehesa de Extremadura are among the most representative in the production of white wine, especially the Albariño variety, and Iberian ham in Spain. They are joining forces to enhance the level of awareness and recognition of the Union's quality schemes, the PDO quality seal, as it is currently very low in Europe and in the Spanish market, where the initiatives of the campaign will be implemented. These products, known for their quality and sustainability, support the local economies and adhere to environmentally friendly practices, yet compete against lower-priced alternatives lacking EU quality seals.

The campaign will utilize the PDO seal to highlight the superior quality, sustainability, and traditional production methods of these products, aiming to align consumer perception with actual quality, and justify the higher prices. This effort seeks to enhance consumer appreciation and support for production practices that are beneficial socially, economically, and environmentally.

Strategically, the initiative will target consumers beyond the products' origin regions, using a comprehensive communication strategy across TV and online platforms to ensure extensive coverage and market penetration. The campaign’s central message, "Together at last. Exclusive from origin," will promote the harmonization of Rías Baixas wines and Dehesa de Extremadura ham, aiming to increase both enjoyment and perceived value.

With a budget of €3,002,613.92, the campaign will implement a 360º strategy, including public relations and experiential activities like tastings and gastronomic tours in major Spanish cities. This approach intends to solidify the high-quality image of PDO products and increase consumer understanding, thereby enhancing product preference and consumption.

The main goal is the recognition of the EU's quality seals more broadly, reinforcing the association between quality and origin in the consumer's mindset.