SIMPLE PROGRAM OF HAM PROMOTION AND INFORMATION IN THE INTERNAL MARKET: SPAIN, FRANCE, GERMANY AND UK

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.In this campaign we will add value to the European quality standards of the product, we will promote the main characteristics of quality, flavour and diversity of the product and we will inform about 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.With a budget of EUR  4.68 million in investment during 3 years of campaign, we will reach 374.5 million contacts in the 4 main markets of ham in the EU: Spain, France, Germany and the UK reaching our target of over 101 million Europeans.The programme has a global European dimension, a powerful European message, a strategy based on a creative road show "Ham Passion Tour" and complementary aspects designed around it to boost PR and online actions, such as the "Ham Passion Kits" and the "Ham Passion Newsman", a campaign supported by spectacular outdoor media and in which consumers as well as major EU producers will be identified. The campaign is based on the volume and quality of its impact, in which we will become prescribers of our product to the consumers of Europe, upon the campaign’s completion. We are going to improve, reinforce and obtain a long-lasting impression of our product in at least 10% of those consumers, resulting in more than 37.4 million effective impacts. The benefit for European producers is estimated at an increase of more than EUR  56.4 million in sales.The programme has a positive estimated ROI greater than 11, and its funding will fully guarantee proper execution and results. The programme was submitted in the previous call and was approved with 77 points but remained on the waiting list for funding. We now hope that it can move to the execution phase.http://www.iberico.com