SIMPLE PROGRAM OF HAM PROMOTION AND INFORMATION IN THIRD COUNTRIES: MEXICO

Ham is a mainstream product in volume and a derived added value of pork. It is a product for all markets and all economic levels. It is a traditional product exclusive to Europe.Mexico is the main exporting country of ham, outside the European Union. With an investment of a budget of EUR  1.1 million during a campaign of 3 years, our aim is to reach 50.6 million contacts. The quality contacts will convert most foodie consumers in Mexico to prescribers of our product, upon the campaign’s completion. The programme has a global European dimension, a powerful European message, a strategy based on a creative road show "Ham Passion Tour" and other elements designed around it to boost PR and online actions, such as the "Ham Passion Kit". A campaign based on volume and quality of the impacts. The campaign will add value to the product and to European quality standards. We will promote the main characteristics of quality, flavour and diversity of the product and will educate on the importance of ham, a food that is more than its nutritional value; it is culture, tradition and gastronomic heritage. The consumer must become aware of all of these aspects, as they are differential values of European products, compared to their competitors.We intend to create, improve and reinforce the recollection of our product , at least, 10% of our consumers, i.e. more than a total 5 million consumer outreach. The action will also provide an overall benefit for European manufacturers, estimated at EUR  5.7 million.The programme has an estimated positive ROI over 4, and the financing, the correct execution and results are guaranteed. Having been presented in the previous announcement, the programme was approved with 77 points but remained under the waiting list for financing. We now hope that it may move forward to the execution phase.