OLIVE OIL WORLD TOUR INTERNAL MARKET EU: GERMANY & THE UNITED KINGDOM

OOWT IM focuses on the markets of Germany & the U.K., two countries of high interest for olive oils from Europe, selected on the basis of three main factors: population, consumption pattern and awareness toward a healthier diet and the European lifestyle. The objectives are related to their increase in imports and consumer awareness; the consumer values the quality and the characteristics of olive oils from Europe that set it apart from olive oils from other origins and other less healthy, cheaper vegetable fats. We will continue to develop the strategy used in Germany and the U.K. since 2018. The consumer profile -  the foodie, frequent international traveller, has financial, demographic, and lifestyle characteristics that are in line with our target market. The strategy is to develop a prominent and relevant campaign in our core target flow hubs at "captive moments", producing a direct and effective impact in Berlin, Hamburg, Cologne, Munich and London. We will segment our campaign to reach the target market repeatedly at different points of contact, building on the memory of the first impact to improve the effectiveness of the following ones. This way, we’ll define the consumer’s journey through different media: spectacular OOH, TV, inflight magazines, sponsorship of sporting events, Point of Sale activations, segmented online programmatic campaign, paid social, PR strategies, influencers & KOL agreements and a microsite. The message of the campaign, “Let’s Cook Together. Join the European Healthy lifestyle with Olive Oils from Spain. Olive Oil Makes a Tastier World”, is an invitation to join the healthy European lifestyle by cooking with olive oil. In addition, we will optimize the reach of the campaign, reaching not only our target market of interest, but amplifying the message of the EU. Total Budget: €5,800,00.02€