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The Government of the Canary Islands launches a campaign to promote the consumption of primary sector products at Christmas
The Department of Agriculture, Cattle raising, Fisheries and Food Sovereignty of the Government of the Canary Islands, through the Canarian Institute of Agri-Food Quality (ICCA) and Rural Environment Management (GMR) The Canary Islands have launched an institutional campaign aimed at promoting the consumption of local products during the Christmas season.
under the slogan “Bet on local products. Our primary sector wins, we all win”, the head of the department, Narvay Quintero presented today Thursday, 5 from December, this advertising initiative together with the Canarian comedians Jorge Hernández Galván and José Ramallo, members of the group 'El Supositorio’ who stars in the campaign.
Through this action, The ICCA and the public company GMR Canarias seek to raise awareness among consumers about the importance of choosing local productions in their Christmas purchases, both for their quality and for the support they provide to the primary sector and rural communities in the archipelago..
In this way, in addition to betting on healthy eating, contributes to the maintenance of agricultural landscapes and traditions, while boosting the local economy and valuing the work of the men and women who are dedicated to agricultural activity., fishing and the agri-food industry.
Quintero explained that “The purpose of this initiative is to make the primary sector visible, as well as recognizing the work of the producers of the islands, distinguish native productions and raise awareness among consumers about the importance of buying local products when they go to the market or find themselves on the shelves of a supermarket”.
In addition, the comedian Jorge Galván declared himself “devotee of the canary product, because in my house there is never a lack of cheese or wine, no vegetables, nor fruits of the archipelago” while José Ramallo was grateful that the campaign counts “with kilometer comedians 0 to dress as children from San Ildefonso and give us the opportunity to spread enthusiasm with the Canarian product”.
The campaign, which starts today on some supports, will be developed on television, radio, printed and digital press, social networks and other digital media during 16 days. The creative concept is inspired by the traditional Lottery draw and is based on the slogan that betting on local products, “Our primary sector wins and we all win”.
The central creative piece of this action is the spot starring comedians Jorge Galván and José Juan Ramallo, dressed like the children of San Ildefonso in front of two lottery drums. By collecting the first ball of the draw, the winner is awarded. 22.143, in reference to the number of Canarian families that live from agriculture, livestock and fishing. The second ball drawn is the zero, in reference to the proximity or kilometer zero products offered by the primary sector of the islands, fresh productions, healthy and top quality. Before the closing of the video with the commented slogan, images of a family Christmas dinner with Canarian products on the table appear and a last ball in which all the islands are represented..
A round font similar to that used in the traditional Christmas lottery campaign is used., as well as the typical colors of these celebrations, where gold stands out in contrast with dark tones
