Provacuno – The inter-professional organization of the Spanish beef industry

Insight

In June 1998, Provacuno was officially recognized as an agro-food inter-professional organization by the Ministry of Agriculture, Fisheries and Food. The body represents and regulates over 85% of Spanish beef producers.

Methodology

The ‘What Wonderful European Beef!’ campaign launched at the Gulf Food Fair in February 2022. At that time, Provacuno was a relatively unknown brand in the Middle East.

 W7Worldwide worked with local influencers, restaurateurs, chefs, supply chains and food and beverage professionals to organize a series of events in bringing the taste of Spanish beef to our plates and palettes.

 Using our local knowledge, industry and events experience, influencer connections and audience understanding, we developed targeted communications that successfully positioned Provacuno in the GCC market whilst highlighting the client’s desire to positively impact local communities.

 We expertly grabbed the attention of our core audiences of foodies, families, chefs, supply chains, restaurants and the wider F&B market, exposing the Provacuno brand through education, masterclasses and tailored content.

 Our emphasis was on demonstrating Provacuno’s leading market position to the media and other target audiences. We created a 360-degree communication plan that encompassed both PR and social media using A-List influencers while maximizing local and regional reach.

We curated compelling data that encouraged audiences to learn more about Provacuno. We engaged the finest food and lifestyle influencers, briefing them about the brand and its objectives to ensure they had the right information to deliver successful coverage.

 Our research created insight about Provacuno’s history and products that enabled us to position it locally in Saudi Arabia and in line with Vision 2030.

 The universal importance of food across all cultures required us to be mindful in our communications and aware of different methods of handling and serving food. We utilized Influencers to effectively deliver these messages and engage our audiences, and ensured the communications reflected our culture as well as promoting the vibrancy of Spanish culture.

 A-list influencers attended a tasting workshop so they could experience the amazing skills of multi-award-winning chef Kisko García. The event concluded with a documentary of Provacuno and the objectives of the ‘What Wonderful EU Beef!’ campaign.

 Our efforts produced a long-lasting impact on the overall market, and raised the profile of Provacuno as an outstanding and differentiated market leader in the F&B sector.