It’s Chorizo, It’s Fun: UK Press Event
How to bring Spanish chorizo closer to British consumers through a sensory and authentic experience.
Background
London was selected as the setting for the official launch of EUChorizo!, a three-year European campaign led by the Spanish Chorizo Consortium.
The campaign aims to bring Spanish chorizo closer to British consumers, strengthen its presence in the UK market and highlight its European origin, quality, versatility and connection to Spanish gastronomy.
The launch needed to do more than introduce the programme. It had to create a memorable first contact with the product for journalists, influencers and food-sector professionals, while generating editorial coverage and building a strong foundation for the wider campaign.
In this case, Atlas managed an international food and beverage marketing campaign in the UK, combining centralised strategy, local execution, press event coordination, influencer engagement and media relations to increase the visibility of Spanish chorizo as a European agri-food product.
Background
The city of London was the chosen setting for the official launch of the new European campaign by the Consorcio del Chorizo Español, EUChorizo!, which has a clear objective: to bring one of the most iconic products of Spanish gastronomy closer to British consumers and strengthen its presence in the international market by highlighting its European value.
Over three years, this campaign will promote the values of authentic European chorizo from Spain – its origin, quality, and unmistakable flavor – through a multichannel strategy and a calendar of actions in the UK. The starting point: a press event designed to make an impression.
Our work
At Atlas Marketing Studio, we worked with the Consorcio del Chorizo Español to conceptualize and produce an immersive and authentic experience combining information, flavor, and culture.
The event brought together media, influencers, and industry professionals at the iconic venue Camino Monument, in the heart of London. There, attendees enjoyed:
– A presentation on the unique value of European chorizo from Spain.
– A dynamic and flavorful masterclass on its varieties and culinary uses.
– A guided tasting and a selection of three creative tapas showcasing its incredible versatility.
All under a clear and memorable message: It’s Chorizo, It’s Fun. Because enjoying Spanish chorizo is also about celebrating the Mediterranean lifestyle with a fun and approachable twist.
This is just the beginning. In the coming years, we will continue connecting with British consumers through experiences, digital content, and strategic actions that position Spanish chorizo as an authentic, flavorful, and personality-packed European option.
Client
Spanish Chorizo Consortium
Category
FMGC
The Keys
Fairs & Events
Online Advertising
Public Relations
Press Call
Creative Design
Solutions
Conceptualization
& Strategy Branding
The results were phenomenal.
6
varieties of chorizo available for tasting
3
exclusive tapas created for the event
+189,700
reached through the editorial coverage of +30 influencers and media
Related Projects
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Client
Spanish Chorizo Consortium
The Keys
Fairs & Events
Online Advertising
Public Relations
Press Call
Creative Design
Solutions
Conceptualization
& Strategy Branding
Category
FMGC
Background
London was selected as the setting for the official launch of EUChorizo!, a three-year European campaign led by the Spanish Chorizo Consortium.
The campaign aims to bring Spanish chorizo closer to British consumers, strengthen its presence in the UK market and highlight its European origin, quality, versatility and connection to Spanish gastronomy.
The launch needed to do more than introduce the programme. It had to create a memorable first contact with the product for journalists, influencers and food-sector professionals, while generating editorial coverage and building a strong foundation for the wider campaign.
In this case, Atlas managed an international food and beverage marketing campaign in the UK, combining centralised strategy, local execution, press event coordination, influencer engagement and media relations to increase the visibility of Spanish chorizo as a European agri-food product.
Our Work
Atlas Marketing Studio conceptualised, coordinated and delivered the launch as an integrated food PR and event marketing activation.
The in-person event took place at Camino Monument in central London and brought together journalists, influencers, chefs, food writers and representatives from the agri-food sector.
Our work included:
- Event concept, strategy and production
- Venue selection and logistical coordination
- Coordination with the Spanish Chorizo Consortium, the restaurant team and local PR agency Pippa & Co
- Creation and management of the guest list
- Press invitation and attendance follow-up
- Development of the press release, digital press kit, tasting sheets, flyers and presentation materials
- Coordination of the culinary content and tasting menu
- Delivery of a product presentation and guided masterclass
- Organisation of a guided tasting featuring six chorizo varieties
- Development of three tapas showcasing the product’s versatility
- Paid social support through Facebook and Instagram
- Organisation of an online follow-up press event to extend the campaign’s reach
- Media relations, clipping and KPI reporting
The event was built around the campaign message “It’s Chorizo, It’s Fun”, presenting Spanish chorizo as an authentic, versatile and approachable European food product.
