The Government of Aragon is putting out to tender 2 million euros to develop a large national campaign to position Aragon's food

Promotion of Aragonese products

The Department of Agriculture publishes this Friday in the Official Journal of the European Union (OJEU) an open competition to select an agency to design, plan and execute a campaign of actions and brand positioning at the point of sale.

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In total, 4 million are allocated to the promotion, since the extra 2 million of the Strategy for Social and Economic Recovery, are added to the 2 million already allocated and which demonstrate the Executive's commitment to marketing

 

La General Director of Agri-Food Promotion and Innovation of the Government of Aragon, Carmen Urbano, announced this Friday, July 10, the publication of an open competition, worth 2 million euros, which will allow the Department of Agriculture, Livestock and Environment –through the public company SERGE– Select an agency to design, plan and execute the first major brand positioning campaign for Aragonese food products at a national level.

 

The campaign is framed within the Strategy for Social and Economic Recovery presented a few weeks ago by the Aragonese executive to face the crisis derived from the coronavirus and the effects caused on the change in demand. With this extraordinary budget of 2 million euros, the aim is, on the one hand, to increase the number of references of Aragonese products in the modern food channel (hypermarkets and supermarkets) and, on the other, to reactivate demand and increase the notoriety of Aragon as a producer.

 

 

“We are going to work on a national campaign that will improve knowledge and recognition of Aragon as a territory with a magnificent and varied pantry of noble foods, whose pillars will be a powerful media plan and actions to improve marketing in a modern channel” , explained Urbano during the press conference, which took place in the Pignatelli Building.

 

The contest was made public today in the Official Journal of the European Union (OJEU), and the agencies have until July 22 at 12:00 p.m. to submit their proposals, as indicated in the specifications. 

 

The proposal must consist of two fundamental parts: a national communication campaign that improves the notoriety of organic foods Aragon and a plan to improve marketing and PLV actions (advertising at the point of sale) in the modern channel (supermarkets and hypermarkets). Both lines must be aligned in terms of positioning, creative strategy and timing. The execution period of the contract will be from the signing until December 31, 2020.

 

The target audience of the campaign, as indicated in the press release, will be those responsible for purchasing at home in the national territory, with special attention to whether said purchase is made in supermarkets and hypermarkets. Aragonese residents outside the Autonomous Community will also be eligible, due to their status as fundamental prescribers, as well as those responsible for purchasing and prescribers of the Food channel.

 

In turn, the campaign must bear the signature “Share the secret”, the logolemma promoted by the Department of Agriculture, Livestock and Environment during the last legislature to seek the notoriety of the foods produced in Aragon and promote their commercialization.

 

Promotion actions also in Aragon 

 

The agri-food promotion already has different actions for the last quarter of 2020, among which the project of the Association of Food Industries of Aragon (AIAA), construction and dynamization of a multimedia experience at the point of sale in four hypermarkets in Zaragoza capital (El Corte Inglés, Carrefour, Eroski and Alcampo), with a budget of 500.000 euros. This action is planned for the months of September and October and its objective is to increase the number of food references from Aragon in large-scale distribution in Aragon.

 

In addition, until the end of the year, projects and sponsorships will also be carried out with other fundamental channels such as HORECA, or with sectors of interest such as wine or fruits. Likewise, it is also worth highlighting the interdepartmental collaboration established to carry out joint actions with the general directorates of Consumption or Tourism, with which we have recently joined in one of their summer tourism campaigns, to jointly highlight, also through of our food, the rich gastronomic heritage and wine tourism of Aragon, in a traveling exhibition that will tour a dozen municipalities in our Community in the coming months.

 

In total, 4 million euros are allocated to the promotion, since the 2 million extra million of the shock plan are added to the 2 million already assigned for this purpose and which demonstrate the commitment of the Government of Aragon for marketing.

 

The agri-food sector, a fundamental pillar in the Aragonese economy

 

The agri-food complex (agriculture, livestock and agribusiness) is capable of feeding the Aragonese population 10 times over. Its productive and transformation capacity has allowed it to contribute to the growth of the economy of the Autonomous Community, accounting for 10% of GDP and 12% of employment.

 

Agri-food is a strategic sector in the economy in Aragon, capable of promoting development, attracting investments, structuring the territory and generating employment in the rural world.

 

Specifically, the agribusiness sector employs 15.600 people in the Aragonese territory and contributes more than 3,6% to the GDP. Aragon exported more than 1.975 million euros in agri-food and beverage products in the first eleven months of 2019, which represents 16% of the Community's total exports.