This in-store promotion in Spain was promoting food from the US. This project was commissioned by SUSTA and organized in cooperation with Taste of America. The promotion of products from the SUSTA region started in November 2020, because of the theme of this activity was Thanksgiving.
Taste of America
Taste of America is a Spanish retail chain, which sells US food products in Spain. By importing themselves, because Taste of America would like to keep the supply chain as short as possible. This retail chain has a total of 17 stores, and the stores can be found all over Spain. The stores are located in, for example, Madrid, Barcelona, Valencia, Sevilla, Zaragoza, and Léon.
Goal - US food in Spain
The goal of this activity was to promote the products of SUSTA members. With this in-store promotion, we increased the awareness of food products from the Southern US states, secured shelf space for SUSTA members in Spain, and created a long-term demand for food, especially from the Southern US states.
Activities - US food in Spain
In order to promote US food in Spain, there were several activities included in the in-store promotion. The activities that are included are, for example:
- Handing out sampling kits;
- Making displays;
- Making recipe cards, to hand out;
- Creating online recipe activities, including show cooking videos;
- Press releases;
- Social media campaign.
Phaff Export Marketing worked together with the team of Taste of America in Spain.
Part of promoting this promotion was creating cooking videos. These videos were published, via different social media channels. Mainly the social media channels of Taste of America.
In these cooking videos, a famous Spanish chef gave virtual demonstrations of cooking with Southern US food products.