The activities scheduled as part of the IOC promotional campaign in Brazil between now and the end of 2014 were unveiled at a launch event held at Anhembi Morumbi University’s School of Culinary Arts on Wednesday 9 October. Speaking before the audience were IOC Executive Director Jean-Louis Barjol and Deputy Director Ammar Assabah who presented the activities planned in Brazil’s top cities – São Paulo, Rio de Janeiro, Belo Horizonte, Salvador and Porto Alegre – under the campaign slogan of Vai com tudo o que é bom (It goes with everything that’s good). Launched by the IOC and implemented by the agency AGR!, the campaign presents new interesting business opportunities for olive oil and table olive producing countries while offering Brazilian consumers the chance to learn more and experience the gastronomic versatility of these two products, which are becoming increasingly more popular and highly rated in this huge country.
In his outline of the major features of the campaign, the Executive Director highlighted the tastings planned in major supermarkets across the country to create awareness of the quality and benefits of consuming olive oil and the events to be held during Olive Week when dishes made with olive oil will be showcased on the menu of numerous restaurants. Another campaign component will be the installation of recipe machines at points of sale. At the press of a button, customers will be able to choose a main ingredient – fish, rice, pasta, or something else – and receive a recipe using olive oil. Over the coming months, health specialists, representatives from the gourmet sector, opinion leaders, media professionals, bloggers and others will be invited to information workshops and a recipe competition will be held for culinary school students. The campaign will also feature an itinerant gourmet van which will tour major supermarkets in Río de Janeiro and São Paulo, giving live cookery demonstrations and tastings.