Hake promotional campaign

Hake, a taste of a lifetime

About this project

Hake promotion campaign

The promotional campaign “Hake. Un sabor de toda la vida” (Hake. A taste of a lifetime), was born from the collaboration between the National Association of Hake Freezer Fishing Vessel Owners (ANAMER) and the Spanish Association of Wholesalers, Importers, Transformers and Exporters of Fishery and Aquaculture Products (CONXEMAR), and its main objective is to promote the consumption of hake. Hake is a classic fish species in Spain, but with a significant presence abroad, as well as in certain consumer segments of the domestic market.

The campaign is carried out with the collaboration of the Ministry of Agriculture and Fisheries, Food and Environment and the European Maritime and Fisheries Fund.

This campaign, launched with the collaboration of the Ministry of Agriculture and Fisheries, Food and Environment and the European Maritime and Fisheries Fund, aimed to introduce Spanish and European consumers to hake (in two of its varieties, Merluccius hubbsi and Merluccius australis), a fish with multiple virtues and gastronomic versatility, through a series of culinary preparations common to the gastronomy of other fish, but also with novel preparations, increasingly demanded by the consumer, seeking to enhance the flavour and qualities of the fish.

The campaign was present at two of the most important food fairs in the country, the CONXEMAR Fair and the GOURMETS Fair, and its European scope was evident in the business meetings held in London (United Kingdom) and Düsseldorf (Germany).

The campaign was also present at the AGROPEC Fair in Asturias, and had an important informative reach in 8 autonomous communities and through audiovisual media such as CANAL COCINA.

Project documentation

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