Olives, Spain’s Superfood. Establishing Market Recognition in China
OLIVES, SPAIN’S SUPERFOOD is a multi-year promotional campaign, led by ICEX and Interaceituna, running from 2021 to 2025, aimed at increasing the consumption of Spanish table olives in China.
EIBENS is responsible for designing and implementing this nationwide campaign, combining digital tools and on-the-ground activities to maximise impact and ensure long-term market development. The campaign has contributed to a gradual shift from low awareness to stronger recognition of Spain as the origin if olives in the Chinese market.
Key objectives:
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The campaign aims to increase awareness and everyday consumption of Spanish table olives in China, positioning them as a high-quality and versatile product clearly linked to Spain, while driving long-term market growth.
Key activities and services:
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The campaign combines digital communication with on-the-ground experiences to engage both consumers and professionals across China.
- Public relations, media outreach and KOL engagemen
- Social media management on WeChat, Weibo, Douyin, and the campaign website
- Online advertising targeting key audiences on food, lifestyle, and health platforms
- Food and culinary events, including restaurant promotions, masterclasses, Michelin star chef events and cooking competitions
- Food and culinary events, including restaurant promotions, masterclasses, Michelin star chef events and cooking competitions
Campaign Impact:
- Increased the visibility of Spanish table olives in China
- Strengthened the association between Spanish Olives and their country of origin
- Supported ongoing market growth and future promotional efforts
The activities in numbers:
Take a closer look to some of the work done in the campaign:
Restaurant Promotion
Olive Exhibition and Masterclass
Pizza Championship
Michelin Starred-Chef Tour
State Banquet Master Chef Online Courses x Live Streaming
