The Interprofessional Affiliation of Iberian Pig (ASICI) has launched a three-year marketing campaign in collaboration with the European Union and the Ministry of Agriculture, Fisheries and Meals. The ‘Awaken Your Ibérico Sense’ marketing campaign has been designed to strengthen the presence of Iberian Ham within the British market and consolidate its place as a gourmand product of reference amongst UK customers.
The marketing campaign will span media promoting and collaborations with excessive profile influencers and Iberian Ham’s model ambassador, chef Omar Allibhoy, in addition to participation at key occasions and press workplace exercise, to ship a constant message to UK audiences.
Jesús Pérez, Deputy Director of ASICI mentioned: “With ‘Awaken Your Ibérico Sense’, we intend to go a step additional and invite the British to understand Iberian Ham not solely as a gourmand meals, however as a cultural image that encapsulates the essence of custom and the know-how of the masters who’ve preserved its craftsmanship and authenticity from era to era. Subsequently, along with promotional actions, the marketing campaign contains coaching actions for cooks, stakeholders and professionals from the meals sector, together with tastings and multi-sensory experiences to boost the organoleptic qualities of the product.”
The UK is the sixth largest market in worth for Iberian Ham exports, reaching 26.34 million euros in 2023. It additionally ranks seventh in quantity, with greater than 1,632 tonnes exported final 12 months. Within the final decade, Iberian Ham exports to the UK have skilled extraordinary development, registering will increase of 218.5% in worth and 134.8% in quantity.
‘Awaken Your Ibérico Sense’ is a part of the sector’s efforts to extend the visibility of Iberian Ham in precedence worldwide markets, such because the UK. The marketing campaign will run within the UK till the top of 2027, reinforcing the positioning of this gastronomic jewel and its differential worth, and amongst its principal axes is the event of coaching actions aimed toward selling data of Iberian Ham and the values behind this gastronomic treasure.
