Olive Oil from Spain in Mexico
Product awareness and recognition
PR & Communication
Influencer Marketing
Content Marketing
Events & Brand Experiences
AREA established itself as the strategic partner for the launch of Saborea la Vida (2022-2024), an experiential campaign designed to position and increase the visibility of Spanish olive oils in the Mexican market, promoted by the European Union in collaboration with the Spanish Olive Oil Interprofessional Association.
Through a 360° action plan, various initiatives were developed targeting the press, trade, and influencers, with the aim of dispelling existing myths about the product, educating about its benefits, and generating a positive impact on the organic growth of the category in the Mexican market. These strategic actions significantly contributed to the recognition and acceptance of olive oil, promoting its inclusion in the daily lives of Mexican consumers.
SIGNATURE CUISINE
FITNESS DAY
WORLD OLIVE OLIVE AWARDS
SABOREA LA VIDA
Signature cuisine
As part of the educational strategy, we designed an elevated and carefully curated dining experience in terms of image to highlight the versatility of European olive oil and its integration into Mexican cuisine. Promising young Mexican chefs, such as Alexis Ayala, Andrés Cárdenas, Fernando Martínez and Xchel Gonzales, fused local ingredients and techniques with olive oil, creating an innovative four-course 8-handed menu, all accompanied by a welcome cocktail made with EVOO. During the event, the chefs explained in detail each dish and how olive oil formed a fundamental part of the elaboration of the dishes, highlighting its leading role in modern local cuisine. The event brought together media, trade and KOLs, and the evening was enlivened by live music. The chosen space was a carefully decorated environment, evoking the values of sustainability and naturalness of olive oil, complementing the sensory experience of the event and reinforcing the message of the campaign.
WORLD OLIVE OLIVE AWARDS
SIGNATURE CUISINE
FITNESS DAY
Fitness Day
During the two years of the Taste Life campaign, actions were carried out to reinforce healthy habits and promote the qualities of olive oil, linking it to sport through two successful Fitness Days. These days were designed to highlight the benefits of extra virgin olive oil and promote a healthy lifestyle, through sports sessions aimed at the end public, with the participation of influencers from the wellness sector. At the end of each activity, attendees received kits that included smoothies prepared with extra virgin olive oil as the central ingredient, allowing them to try the product and experience its benefits in a wellness context. This action not only generated a high impact in the media, but also achieved a great reach on social networks, amplifying the campaign message and strengthening the connection with the audience.
TASTE LIFE
SIGNATURE CUISINE
FITNESS DAY
WORLD OLIVE OIL AWARDS
TASTE LIFE
The World Olive Oil Awards
The 2024 World Olive Oil Awards were created to recognize the most outstanding culinary and lifestyle professionals in Mexico who have actively promoted olive oil. This event celebrated the dedication and commitment of those who have excelled in the industry, highlighting their influence in promoting olive oil in the country.
The jury, composed of renowned experts such as María Forcada, editor-in-chief of Food & Wine in Spanish, and Jacqueline Rosenzweig, general director of the Mexican Restaurant Association (AMR), evaluated the nominees in various categories. Awards were presented to prominent figures such as Best Retail Establishment (Ingredienta), Best Influencer (Ana Lucía Mendoza), Best Journalistic Work (Publimetro), Best Innovative Use of Olive Oil (Cuina), and Best Rising Star Chef (Issac Herrera).
The event culminated with an exclusive catering event featuring 12 culinary stations, each utilizing different olive oil cooking techniques, from dressings to frying and emulsions. Attendees were able to enjoy a unique culinary experience, with each station demonstrating the versatility of olive oil in various preparations. All of this was accompanied by live DJ music, creating a dynamic and sophisticated atmosphere to celebrate olive oil as a protagonist of the local culinary scene.
SIGNATURE CUISINE
FITNESS DAY
WORLD OLIVE OIL AWARDS
TASTE LIFE
Taste life
We designed a collaboration strategy with KOLs in nutrition, gastronomy, health, wellness, and lifestyle. We carefully selected profiles that shared exclusive and relevant content based on their expertise, such as recipes, olive oil uses, and nutritional benefits, following a planned schedule to meet the campaign's objectives.
To boost visibility, we organized experiences that authentically connected with their audiences and fostered social buzz around olive oil. These included cooking and cocktail workshops, yoga classes, participation in food festivals, sporting events, and tapas tours at renowned restaurants in Mexico City. Each restaurant offered its olive oil creation, accompanied by a map to encourage attendees to try all the options. These actions integrated olive oil into the audience's daily lives and strengthened the genuine connection with consumers.
Overall results
Clippings Print
33
Online Clippings
197
Editorial Space
25
Editorial Value in Print
117.762 €
Online Editorial Value
3.20.862€
Social Media Reach