OO WTE MX: OLIVE OIL WORLD TOUR EXPERIENCE MEXICO

OOWTE MX focuses on the market of Mexico: a country with a hight level of interest in olive oils from Europe, selected on the basis of 4 main factors: population, cossumption pattern, awarness towards a more heathier&sustainable diet and european lifestyle. The objectives are related to the increase in imports from these countries and consumer awareness, putting the value on the quality and differential characteristics of EU olive oil compared to olive oils sourced elsewhere and less healthy, cheaper vegetable fats. We decided to continue the succesful OOWT strategy being used in Asia, US and the UE from 2018 to 2021, adding the E for experiential and evolving the strategy to a sensory experience based on health/flavor/sustainability. The consumer profile: the foodie, multi-connected, concerned with maintaining a healthy lifestyle, buying sustainable products and investigating their origins and traceability. A bold & effective campaign is proposed with a studied balance btw kpis of reach and consideration, achieving great affinity&visibility, joined with education & experience adressing the different targets, reaching the most effective qualitative impact and positioning in the consumer''s top of mind. The campaign is activated in MXDF, Monterrey & Guadalajara. We reach the target repeatedly at different points of contact, building on the strength & memory of the 1st impact to improve the effectiveness of all upcoming events/approaches. We define the consumer’s journey through different media&activations: spectacular OOH, TV, radio, magazines, programmatic, paid social, web, some, RRPP, Influencers, virtual& fase-to-face events, POS, training&educational programs, tastings, sponsoships & promotions. The campaing´s message, LET’S COOK A BETTER WORLD TOGETHER WITH OLIVE OIL. Join the sustainable and healthy European lifestyle with Olive Oils from Spain, It’s a call to action to join the sustainable and healthy European lifestyle of cooking with olive oil. Budget:4MM