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Spain: Intensive PR campaign to improve veg image

Exporters from Murcia started the "assault" on German supermarkets in order to get their prestige, affected by the "E. coli" bacteria crisis, back. This action starts with an intense advertising campaign about security and quality in the vegetables from Murcia and it's supported by the actress Esther Schweins, that started, last Friday with a tour in the fields of Murcia and Almeria to get to know close the vegetables who will be using her image.

The model and actress, that visited El Ejido (in Almeria) and Águilas, represents, in Germany, the image of the young mother, healthy (and beautiful), worried about the security of the food which she uses in her kitchen. The promotion, with a 3 years long duration and costing 3,000,000 Euro (brought by producers, Ministery and Europe), will be everywhere: supermarkets, market trails, television, press, international fairs... up to 650,000,000 people will receive the message "We care, you enjoy", as calculated by the director of Proexport, Fernando Gómez, which assured that the level of exports previous to the "E. coli" crisis was already recovered.

The campaign, that will go also to Australia and United Kingdom, is focused on the promotion of lettuce, broccoli, tomato, cucumber and pepper. Proexport, who even changed its logo to support the new brand.

Source: Murcia
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