Olive oil in Japan
Rakuten, the largest online store in Japan with more than 50 million registered users, has been promoting Spanish olive oil brands through a campaign by the Spanish Olive Oil Federation. During this time, information in newsletter format was sent to 255,000 consumers; creating a specific landing page for those brands; the inclusion of banners and the distribution of coupons of 500 yen (3.5 euros) for the purchase of Spanish oils available on the platform.
All of this generated three million impressions and sales increased by 165%. So much so that a second wave of activations will be repeated next month.
Participation in Foodex
This wasn’t the only direct support action for brands. Interprofessional also demonstrated the power of our extra virgin olive oils at Foodex Japan, the first professional food fair in Asia. In particular, 38 companies have shown the numerous references that they sell in this market. The experts also received information about the product and were able to conduct tastings. These are very necessary measures to give new impetus to Spanish olive oils.
The manager was also responsible for conducting two seminars in Tokyo and Osaka aimed primarily at dealers, importers, trainers and the media. Everyone could learn more and better that Spain is a world leader in quality, production and marketing of olive oil.
The seminars ended with a tasting of some of the most representative monovarieties of Spanish production by product expert Alfonso Fernández, with the support of the local taster and president of the Japanese Association of Olive oil taster, Ms. Himeyo Nagatomo, and the nutritionist and cook, Ms. Schi.
In his presentation, Fernández insisted on the deferential values of our Extra Virgins: “The Japanese believe that the good oil is the soft one. And today they realized that everyone has their place. You have learned the versatility of a good extra virgin olive oil. Also that you can cook with it and not just use it raw.” More than 100 specialists were trained in both seminars.
Actions aimed at the consumer
In this campaign, however, actions aimed at positioning Spain as a world leader in quality and production continue to carry enormous weight. A 10-part television mini-series has just finished airing. In it, a celebrity, athlete, model, actor and chef explains how to use the product in a simple and attractive way and provides information about its nutritional values.
In addition to working with influencers and social networks, there are contests, digital advertising and a collaboration with Cookpad, the largest recipe sharing service in Japan with around 60 million monthly users, the 24 original Japanese recipes with olive oil produced. Oliva de España visible online and on digital screens of various supermarket chains.