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In early 2011, Hispanic approached John Lewis/Waitrose on behalf of our client - FIAB (Spanish Federation of Food and Beverage Industries) who were looking to organise a point-of sale promotion with a major retailer in the UK. This resulted in promotions in the Oxford Street and Bluewater John Lewis food halls showcasing a wide range of gourmet products and high quality wines from Spanish Companies for the whole month of September.
Following discussions with John Lewis we arranged a 2˝ day trip to Madrid where the John Lewis buyer drew up the final list of 35 participating food and wine companies including Gonzales Byass, Conservas Ortiz, Turron 1880, Estrella Galicia among others.
Hispanic worked with all 35 companies to ensure they all had UK importers, met the point-of-sale cut off dates, had contact with the John Lewis food buyer and were regularly briefed about the promotion.
A high profile cocktail party at Ibérica Food & Culture in London was held at the beginning of September to launch the promotion 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.
John Lewis Food Halls have reported that sales are doing well and even higher than expectations.
Jaime Palafox, The Director of FIAB's Economic Affairs and Internationalization added. "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 Hispanic more highly".
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