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HAM PASSION TOUR,
THE SPANISH FLAVOR
IN MEXICO

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HAM PASSION TOUR, THE SPANISH FLAVOR IN MEXICO


Ham Passion Tour is a promotional campaign for Iberian ham that begins in 2018 in countries such as Spain, the United Kingdom, Germany, France and Mexico. The local strategy that we designed for this project has a three-year development that contemplates a series of activities that are evolving to achieve the objectives and goals of the project: to increase awareness and positioning of Iberian ham at a national level, with a special focus on urban consumers with medium-high purchasing power and with interests in gastronomy, food, catering and a balanced and healthy diet.
During the first year, the main objective was to communicate the arrival of the campaign in Mexico, in order to generate interest in the product among the local public.
In the second year of Ham Passion Tour Mexico, the strategy focused on continuing the positioning through culinary experiences involving Iberian ham and its reinterpretation with Mexican gastronomy. The target of these actions was focused on key people in the media and gastronomic influencers in order to encourage these key people who redefine taste in their readers to deepen their knowledge of the product and the proper transmission of information through different communication platforms. The same action was developed with national importers, owners of consumption centers and restaurants.
Since the beginning of the campaign, both the product’s notoriety and its potential consumption increased 75% among Mexican consumers, fulfilling the key objectives of the actions aimed at recognizing and positioning Iberian ham in the country.
Exports in value exceeded 15 million euros, at the close of the 2018 financial year, which was 8% more than in the previous year, making Mexico the leading destination for Iberian ham outside the EU, ahead of such important countries as China and Japan, and only behind the USA.
During 2018 and 2019, we achieved a total of 196 mentions in Mexico’s leading editorial titles, the equivalent of almost 60 pages of coverage worth € 543,422.51, and with a total of 40 million people approached

RESULTS


196 clippings
60 editorial space
€ 543.422,51 editorial value

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