The Emotional Campaign That Aims to Awaken "The Iberian Sense" of 111 Million Chinese Consumers
The influential chef Mario Sandoval (2 Michelin Stars) will be the world ambassador for Iberian Ham
HONG KONG SAR - Media OutReach - 25 January 2022 - ASICI, with 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% in the Asian giant, bringing the excellence of this cultured product closer to more than 111 million Chinese consumers and 70,000 restaurateurs.
Within the framework of this innovative global project, a battery of sensory, emotional, and spectacular actions will be promoted to show Chinese consumers what it means to enjoy Iberian Ham in all its splendour.
"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 lived. Through it you perceive sensations and experiences inherent to our culture, the European one, which lead you to enjoy its sublime flavor. We have a unique product in Europe, with a great story behind it, and we are obliged to share it".
With this emotional and sensitive initiative, expected to 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 it is expected that the growth rate of marketing is exponential, impacting 111 million consumers and 70,000 restaurateurs.
"We want to have more than 1,000 European Ham ambassadors around the world, position the product in the 1,000 most important restaurants on the current scene and train more than 1,000 ham cutters. We want to make the world feel, and more specifically prescribers/influencers, consumers and opinion leaders, what many of us already feel with Iberian Ham," adds Antonio Prieto, president of ASICI.
Within the framework of this innovative global project, a battery of emotional and sensory actions will be promoted to show Chinese consumers what it means to enjoy Iberian Ham in all of its splendour. Powerful promotional and informative actions such as advertising on different supports and media, an ambitious digital campaign on social media networks with foodie influencers who will become speakers of the messages, a multilingual website, event sponsorships and campaign video spots. In addition, a powerful campaign has been devised 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, changes in consumption trends driven by rising per capita income and the development of the middle classes (in 2030, it is expected that 35% of the population, some 480 million people, are considered middle class) have generated a greater propensity to purchase imported products with higher added value.
In this context, exports to China continue to increase, and proof is that in recent years there has been a growing interest in this country for Ham, reflected in the number of companies authorised to export to the country.
According to the data provided by the Spanish Foreign Trade Institute (ICEX), the growing interest of Chinese consumers in Cured Ham has been witnessed. In 2021, sales of Spanish Cured Hams and Shoulders including Iberian and Serrano, grew more than 32.96% in value to exceed 17.35 million euros, and 80.8% in volume reaching 1,059.72 tons (data until October 2021). For Hong Kong, a total volume of 164.04 tons have been reached in 2021, with a sales of 3.89 million euros. These data reflect the excellent trade relations between both countries. This campaign is expected to increase sales figures by 60% over the next three years.
For more information about the campaign, please visit: https://jamonesibericoseu.eu/en/ and https://www.youtube.com/channel/UCy_lp-b81Ht-Sx4BlefZPng .
The Interprofessional Association of the Iberian Pig (ASICI) is a non-profit Interprofessional Agrifood Organization (OIA) in which more than 95% of the organizations in the production branch (farmers) and more than 95% of the branch of the transformation (industrial) of Iberian pork are represented. Created in 1992, it was recognized by the Ministry of Agriculture, Fisheries and Food in 1999 as an Interprofessional Agrifood Organization for the Iberian Pig Sector.