The Spanish agri-food sector is one of the most internationally established sectors of the Spanish economy. Positioning the Spanish agri-food brand in the world is a complex but necessary task for many reasons. Firstly, because of the strength of our country’s agriculture and agro-industry; secondly, because of what it means for the social, economic and cultural growth of the different regions of Spain; and finally, because in the global competition other countries are making great efforts to improve their competitive position.
The objective of this commission was to obtain relevant information on how to focus communications and who to target in six strategic countries: Brazil, China, Korea, USA, India and Japan. This included: defining the main and secondary arguments for positioning Spanish agri-food products in each of these countries; identifying the arguments for linking the target gastronomic cultures with the Spanish one; developing an optimal and global communication model; and identifying and characterising the actors and influencers.
The research and generation of information has been carried out from an intercultural point of view, in order to identify the possible points of entry of Spanish food into the popular gastronomy of these countries.
Communication has been designed in an effective and efficient way, based on the analysis of the image of Spanish agri-food products abroad, linking it to tourism as a driver of knowledge of our gastronomy, identifying what is known about Spain in these countries, analysing the competition in terms of the country brand applied to agri-food in the world and finding the differentiating arguments of the sector.
A full description and contact details of the influencers in each country have been provided, as well as a complete description of the target audiences and how to reach each of them.
