The influential chef Mario Sandoval (2 Michelin stars) will be the global ambassador of Iberian ham
HONG KONG SAR – Media outreach – January 25, 2022 – ASICIwith the support of the EU, launches “Iberian Hams from Spain, Ambassadors of Europe in the World“, the most important international promotional program carried out by the Iberian sector in its history. The historic campaign plans to increase sales by 60% at the Asian giant, bringing the excellence of this cultured product closer to more than 111 million Chinese consumers and 70,000 restaurateurs.
Within this innovative global project, a battery of sensory, emotional and spectacular actions will be promoted to show Chinese consumers what it means to taste Iberian Ham in all its glory.
“We need to awaken in Chinese consumers what many already feel with Iberian ham: the ‘Iberian sense’. A sense that cannot be described, it can only be experienced. Through it, you perceive sensations and experiences inherent in our culture, that of Europe, which make you appreciate its sublime flavor. We have a unique product in Europe, with a beautiful story behind it, and we must share it”.
With this emotional and sensitive initiative, which should awaken the “Iberian sense” and conquer more than 300 million consumers in Spain, France, Germany and Mexico, in addition to reaching for the first time a market with enormous potential such as China, where the marketing growth rate is expected to be exponential, impacting 111 million consumers and 70,000 restaurant owners.
“We want to have more than 1,000 European ham ambassadors around the world, position the product in the 1,000 most important restaurants in the current scene and train more than 1,000 ham cutters. We want to make the world feel, and more particularly prescribers/influencers, consumers and opinion leaders, which many of us already feel with Iberian ham”, adds Antonio Prieto, president of ASICI.
Within this innovative global project, a battery of emotional and sensory actions will be promoted to show Chinese consumers what it means to taste Iberian Ham in all its glory. Powerful promotional and informative actions such as advertising on different supports and media, an ambitious digital campaign on social networks with foodie influencers who will become spokespersons for the messages, a multilingual website, sponsorship of events and spots campaign video. In addition, a powerful campaign was imagined in television, digital and magazine media, as well as an ambitious social media plan on WeChat.
Having become the largest consumer market in the world, the evolution of consumer trends driven by rising per capita income and the development of the middle classes (in 2030, it is expected that 35% of the population, or some 480 million people, be considered as belonging to the middle class) generated a greater propensity to buy imported products with higher added value.
In this context, exports to China are constantly increasing, and proof of this is that in recent years there has been a growing interest in this country for ham, reflected in the number of companies authorized to export to China. country.
According to data provided by the Spanish Institute of Foreign Trade (ICEX), the growing interest of Chinese consumers in raw ham has been noted. In 2021, sales of Spanish hams and shoulders, including Iberian and Serrano, increased by more than 32.96% in value to exceed 17.35 million euros, and by 80.8% in volume to reach 1,059 .72 tonnes (data through October 2021). For Hong Kong, a total volume of 164.04 tons was reached in 2021, with a turnover of 3.89 million euros. These figures reflect the excellent trade relations between the two countries. This campaign is expected to increase sales by 60% over the next three years.
For more information on the campaign, visit: https://jamonesibericoseu.eu/en/ and https://www.youtube.com/channel/UCy_lp-b81Ht-Sx4BlefZPng .
The Iberian Pork Interprofessional Association (ASICI) is a non-profit Agrifood Interprofessional Organization (OIA) in which more than 95% of the organizations in the production sector (farmers) and more than 95% of the processing sector (industry ) of Iberian pig are represented. Created in 1992, it was recognized by the Ministry of Agriculture, Fisheries and Food in 1999 as an Interprofessional Agribusiness Organization of the Iberian Pork Sector.