JAMONES IBERICOS AMBASSADORS WORLD PROJECT TP: MÉXICO

We are presenting this project as a continuity to what was developed over three years with ID: SEP-210426223 “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 (Internal Market ID: SEP- 210662397 and TP- China ID: SEP-210687091).

This project continue to work on the TARGET of end consumers, professional trend-setters (HORECA, chefs, meat retailers, ...) and campaign amplifiers (press, KOLs, influencers...), in order to continue working on 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 and for the environment and sustainability. 

A programme that will yet again work on emphasising the quality of the product, its flavour, its diversity and, of course, all the aspects of an exclusive European product.  

The project incorporates a important European dimension in terms of message, strategy and scope, vital for the opening and consolidation of the Mexican market for 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 260,000,000 impacts worldwide, 62,909,167 of them in Mexico alone. 

We will try to increase the knowledge of Mexican consumers about the benefits of Ham, giving visibility to the European production system and the traditions that surround this product, enhancing its competitiveness and increasing the sales quota in an expanding market such as the Mexican one, yielding a positive ROI of 2.56% which will mean an increase in sales of more than 40% over the next three years.