Flavours of Spain Festival at John Lewis Food Halls UK

In-store Promotion:  Flavours of Spain Festival at John Lewis Food Halls UK In-store Promotion:  Flavours of Spain Festival at John Lewis Food Halls UK

October 2 -14, 2012

FIAB (Spanish Federation of Food and Beverage Industries) approached us to organise a point-of sale promotion with a major retailer in the UK. We discussed this with John Lewis which resulted in promotions in the Oxford Street and Blue Water John Lewis food halls showcasing a wide range of gourmet products and high quality wines from Spanish Companies for an entire month.

We arranged a trip to Madrid for the John Lewis buyer to draw up the final list of 35 participating food and wine companies.

We ensured all companies had UK importers, met the point-of-sale cut off dates, and remained in regular contact with the John Lewis food buyer regarding the logistics and promotion organisation.

A high profile launch party at Ibérica Food & Culture in London was held attended by Spanish suppliers, UK importers, John Lewis staff and the Spanish and UK Press. An official opening of the event took place at John Lewis Food Hall in Oxford Street, attended by His Excellency Carles Casajuana Palet, the Spanish Ambassador to the UK and Mr. Javier Ortiz, Commercial Director of Conservas Ortiz representing FIAB.

Jaime Palafox, The Director of FIAB's Economic Affairs and Internationalization said:
"The sales of our food and drink products in the British Market continue to grow and this promotion is certainly helping to increase awareness of our high quality produce. Gerald and his team at Hispanic have done a first class job firstly identifying our key partner in John Lewis Food Halls and also ensuring that the whole project has run smoothly and efficiently. I cannot recommend Xtend2 more highly"


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