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The programme highlights the authenticity, quality, and cultural richness of EU agri-food products, focusing on two iconic white wines: DO Rueda (Spain) and Graševina Croatica (Croatia). Under the slogan “Products and traditions from Europe. Sharing it is living it,” the campaign aims to increase the visibility and perceived value of these wines by communicating their origin, production methods, sensory qualities, and rich traditions rooted in their territories.
More than just beverages, these wines represent stories, emotions, and a European way of life built around sharing, hospitality, and community. Food and wine are not only about consumption—they are part of how we connect with others, express identity, and celebrate life’s moments. The strategy includes a multi-channel emotional and experiential campaign combining mass visibility—TV, radio, digital platforms, social media, and outdoor advertising—with activations in gastronomic and retail settings.
For DO Rueda, the strategy features a central campaign spot with a brand ambassador to convey authenticity, lifestyle, and emotional connection. The goal is to strengthen brand recognition, reach new urban audiences, and highlight Rueda’s culinary versatility. The target audience includes people aged 25 to 55, with a medium-high socioeconomic level, who value tradition, authenticity, and shared experiences around wine and food.
For Graševina Croatica, the plan positions it as a symbol of national identity and cultural heritage. Actions include a launch event, media campaigns, trade fair participation, in-store tastings and professional training. The target audience is Croatian consumers aged 30 to 55 with high purchasing power and a strong interest in local products, exclusive wine-related experiences, and regional pride.
Both campaigns promote moderate consumption and are carefully adapted to the values and lifestyles of modern European consumers, creating an emotional link between wine, culture, and everyday life