JAMONES IBERICOS AMBASSADORS WORLD PROJECT TP: CHINA

We are presenting the project IBERIAN HAMS – EUROPEAN AMBASSOR WORLD PROJECT – CHINA - an information and promotion programme that extends, into a new market, the 2 programmes developed over three years with ID: SEP-210426225 and ID: SEP-210426223 under the claim: “Ham, the Passion of Europe”. A project included under a common global strategy alongside 2 other simple programmes that we are already competing with in this call (Domestic Market with ID: SEP- 210662397 and TP- Mexico with ID: SEP-210687095).

We will work on the TARGET of end consumers, professional trend-setters (HORECA, chefs, meat retailers...) and campaign amplifiers (press, KOLs, influencers) and we intend to achieve the general and specific communication objectives, to introduce and highlight the specific qualities of this pork production with regard to aspects such as product food safety, traceability and labelling of Cured Hams, the authenticity of a European product with centuries of tradition, nutritional and health aspects of the product and respect for animal welfare, the environment and sustainability. 

The project incorporates a very important European dimension in terms of message, strategy and scope, and is vital for opening the Chinese market to European products.  The AMBASSADORS WORLD PROJECT will benefit the competitiveness and export capacity of the entire European pork sector thanks to the wide scope of more than 290,000,000 impacts worldwide, 111.559.150 of them in China alone.

The requested budget for this market presents a good cost-efficiency ratio, enhancing the competitiveness and increasing the sales quota in a recently-opened preferential market that is clearly expanding, such as the Chinese market. The programme yields a positive ROI of 0.74% which will mean an increase in sales of more than 60% over the next 3 years, with an increase in market share of 5.24%, in addition to building awareness directly among more than 111 million consumers and 70.000 professionals.