A consumer media campaign for Andalusian trade association Hortyfruta has reached more than 13 million UK consumers ahead of Andalusia Day next week.
BBC food expert Nigel Barden cooked up a traditional Andalusian oxtail stew using Andalusian peppers and tomatoes on the BBC Radio 2 Simon Mayo show and BBC Radio London’s Robert Elms show, reaching more than six million listeners.
Coverage has also been generated in Bella, She and Now magazine, in time for consumers to experiment with creating tapas on 28 February.
Journalists were sent hampers containing a selection of fresh produce with recipe cards and Spanish staples such as chorizo and olive oil to prepare dishes themselves.
Andalusia Day is a public holiday for what is Spain’s key agricultural region, celebrating the autonomy gained following the Franco dictatorship. Communities across the region will enjoy free meals and live music to mark the occasion.
Hortyfruts repres
