| About Consorcio Serrano
>> Participation in trade fairs, seminars on cutting, digital marketing actions or collaborations with gastronomic bloggers, are among the actions for the last quarter of the year
>> These promotional activities are focused on promoting the entity’s seal of quality and aim to reinforce the positioning of ConsorcioSerrano jamón
Madrid, October 28, 2021.- The Consorcio del Jamón Serrano Español (CJSE) has started, together with ICEX, the promotional campaign for the last quarter of the year in Germany, France and Sweden, its main strategic markets within the European Union, through a program of actions aimed at promoting the differential values of its seal of quality, as well as reinforcing the brand’s renown in these countries.
As part of the promotional work in Germany, the entity will cooperate with restaurants certified by ICEX, while developing seminars on cutting in schools and charcuterie academies, such as the School of Charcuterie and Butchery of Augsburg, and training to the retail sector. In addition, the entity will collaborate with restaurants with the “Restaurants from Spain” seal of ICEX; and, finally, it will continue to develop digital marketing actions, collaborations with influencers and food bloggers and a media advertising campaign.
It is important to note that, during the first half of the year, Germany continued to be the most important world market for cured jamón exports, indicating the increasing positioning of this product in this country. Exports have reached a total value of 44,466,118.44 euros, with an increase of 0.58% compared to the same period in 2020. In addition, a total of 5,166.35 tons were exported during this period, which, compared to 5,041.17 tons in 2020, represents a growth of 2.48%.
In France, another of the main destinations for the organization’s annual work, the communication campaign will continue to be carried out in the most important modern retail stores to publicize the differential values of ConsorcioSerrano jamón. In addition, a joint collaboration will take place on November 5 on C’est á Vous, a French prime-time television program, as well as various promotional activities in large-scale retail outlets to publicize ConsorcioSerrano jamón.
Likewise, in the Gallic country, where the volume of exports increased by 15.97% during the first half of the year, direct marketing actions, advertising campaigns in specialized media of the sector and various events with gastronomy bloggers will continue.
“Germany and France account for 50% of Spanish cured jamón exports, making them the main destinations for our promotional efforts. These markets are the most loyal consumers of ConsorcioSerrano jamón, so we seek to strengthen the relationship that we have maintained for years with importers and distributors who have placed their trust in our control and quality work,” explains Carlos del Hoyo, marketing and promotion director of the Consorcio del Jamón Serrano Español.
Sweden, meanwhile, is another priority European market for the CJSE, due to its high average price and the marketing opportunities it offers for jamón of differentiated quality. Thus, a show-cooking event will be held on the YouTube channel of the renowned gastronomic celebrity Johan Matgeen Hedberg, who will present the differential values of ConsorcioSerrano jamón, as well as different slicing techniques and recipes to be prepared with this product; while another collaboration will begin with Alez & Sigge, Sweden’s leading experts in charcuterie.
Likewise, promotions will continue at different points of sale to increase the potential consumer base of ConsorcioSerrano jamón, while, on the other hand, actions will continue on social networks and advertising in specialized and general media.
“These promotional activities that we will carry out in Sweden are aimed at promoting awareness of ConsorcioSerrano jamón in this market and encouraging its consumption by the Swedish end consumer and highlighting the differential characteristics of this jamón compared to other types of cured ham,” emphasizes Carlos del Hoyo.