Foods and Wines from Spain
Case study
Our work:
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Foods and Wines from Spain (FWS) is a promotion programme run by ICEX Spain Trade and Investment whose role is to promote exports of Spanish food products to Spain’s priority markets, introducing new products and developing the market for more established ones.
We worked on the localisation of the global FWS website (www.foodswinesfromspain.com) for the Chinese market, as well as the creation and content push for the official FWS WeChat and Weibo accounts. The campaign runs from October 2021 through February 2024.
Key objectives:
- Merging existing social media accounts and coordinate the omnichannel content
- Increase public awareness, interest and intent to buy among professionals and consumers in the food and wine sector in China (importers, distributors, media, cooking schools, etc.) by providing quality content with product information, gastronomic features, recipes; an exploration of the Spanish culture through its foods and drinks.
What has been done so far:
- WeChat official account
- Weibo official account
- Creating a local version of the global FWS site
- Cooperation with other ICEX funded projects to publish online content about them