29 September 2009

Interaceituna, the organisation that represents 100% of Spanish olive producers, has appointed Big Communications and Bray Leino, both part of the Mission Group to launch an integrated campaign to promote the authenticity and quality of Spanish table olives in the UK and France.

The consumer campaign will target ABC1 women establishing Spain as the leading producer of premium table olives positioning them as the ‘perfect nibble' in women's lifestyle and food media.

Big has developed press, magazine and online advertising around the line ‘Olives. the taste of Spain'. Bray Leino is responsible for PR and media planning and buying. The main aim of the campaign is to increase awareness of Spain as the biggest producer of olives. It also aims to increase consumption in the autumn months moving olives away from being seen as just a summer snack.

"It's great to be involved in this project", said Big's Executive Creative Director Dylan Bogg. "Say olives and most people think of Greece, but the Spanish are the number one producers in the world. They grow more varieties and export more olives to more countries than anyone else. It's a wonderful brief and we're really looking forward to working with the team at Interaceituna."

Bray Leino PR Managing Director Roberta Fuke says: "We are confident that we can drive sales of Spanish table olives in the autumn months. We recognise there's huge potential in this market for growth and believe our integrated and single minded media approach will deliver excellent results in a season where it has traditionally been difficult to achieve a sales uplift."