Public Link jump starts three culinary classics
Next stop Germany! Three appealing, but quite different global information campaigns for food classics from Spain visited several German cities as part of a Europe-wide roadshow to promote their specialties. In order to guarantee maximum consumer awareness of the products locally, we worked together with the Spanish lead agency Tactics to coordinate all PR activities in Germany for the EU-funded campaigns “Ham Passion Tour”, “Olive Oil World Tour” and “Cultivating the Taste of Europe”.
STRATEGY & CONCEPT
Quality meets emotionality
Decisive for success of the three campaigns in Germany: To create specially targeted measures for multipliers, ensuring they are fully enthusiastic. Whether at an exclusive olive oil tasting for micro-influencers in an unusual location in Berlin’s Central Station, at personal interview appointments with selected trade media in the pop-up “Vegetable Garden Europe” or at a show tasting by Jamón Ibérico in Hamburg’s gourmet restaurant Portomarín for top food journalists: We bring the relevant people together at the right places, providing German consumers with new insights into familiar and popular quality food products.
Thrice specially created for the German market
Public Link adapted three information campaigns that included targeted media relations, sampling and journalist trips, and created all the German content. In addition, we developed one multiplier event per campaign as a highlight action.
For the “Olive Oil World Tour” we invited bloggers and influencers to a professional tasting in an intimate session at an unusual location: Berlin Central Station. Amid all the travellers and commuters, the participants were able to gain extensive information about the “liquid gold” and exclusively taste the special olive oil aromas, just like at a wine tasting. The combination of unusual location and our informative and charming Spanish expert’s guidance about the best extra virgin olive oils from Spain resulted in numerous mentions on all major social media channels.
In Cologne, we staged the ideal setting for our topic to provide sufficient material for discussion: For European fruit and vegetable producers FruitVegetablesEUROPE we set up a mobile greenhouse on the premises of the chocolate museum. The “travelling garden” served as an exhibition and studio, where we met with selected local media for individual talks and tasting of various fruits and vegetables. In addition to the tour, a leading insectologist and representatives of his association were available for a first-hand informative exchange.
For the “Ham Passion Tour” we presented Spanish Ibérico ham from its best side in a familiar atmosphere. We invited selected food journalists to one of the best addresses for Spanish cuisine in Hamburg. In so doing we created a holistic evening concept that as well as a wide variety of ham enjoyment offered insights into the traditional art of carving Ibérico ham, along with information about breeding, quality and processing.
All three campaigns performed so well on the German market that their continuation is firmly planned for the coming years.
SPREAD THE WORD
“Probably the best ham in the world.” – Tagesspiegel
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