NEW YORK—M Booth & Associates has been named public relations agency of record to conduct a three-year campaign showcasing the most exquisite gourmet items from France, Italy, Spain and Portugal. The Promotion of European Gourmet Food Products initiative represents a consortium of 39 companies supported by the European Union. Its goal is to communicate the flavors, traditions and health benefits of authentic food and wine products of the Mediterranean region, as well as the quality standards required by the E.U.
At the center of the campaign are six primary culinary categories: European wines, European cheeses, European olives and olive oils, European meat products, European pasta and desserts, and European vegetables & specialty products.
The Promotion of European Gourmet Food Products initiative will roll out through a series of exhibitions in major U.S. markets, including Chicago, Dallas, San Francisco, Los Angeles and Miami. It was launched last month at the Fancy Foods Show at the Jacob Javits Center in New York City. In addition, chefs and journalists will be invited to visit a variety of sites in the producing countries.
Joan Brower and Joan Bloom, co-directors of M Booth’s lifestyle and travel group, will head up the account. The agency will work closely with Arum, a Madrid-based consultancy headed by Inigo Canedo, a food marketing expert appointed by the four countries to coordinate the multi-year program.