June 8, 2017 | Cinco Jotas
Travel PR, working with Bannigan Communications group, has been appointed by Cinco Jotas to develop an integrated communications campaign in the UK. Incorporating traditional and digital PR as well as social media engagement, the agency’s work will be to position the brand as the highest-quality producer of jamón de bellota, the traditional cured ham of Spain.
Cinco Jotas, based in the small town of Jabugo near to Seville, the capital of Andalusia, is known as one of Spain’s national treasures, with a growing global renown as the premium brand of jamón de bellota, cured from acorn-fed 100% ibérico black-hooved pigs.
Travel PR will be working closely with the in-house communications team to organise UK tastings and selected media visits to Jabugo. In addition, they will be leveraging the brand’s attendance at both consumer and trade events around the UK and its collaboration with brand ambassador, José Pizarro, the critically-acclaimed Spanish chef.
The team will also liaise with the global partners, as part of the larger global PR campaign run by Bannigan Communications, including France and the US, with other countries to be added.
The Travel PR campaign for Cinco Jotas will be directed by Virginia Webb, with account management by Rebecca Milne. Sue Ockwell, managing director and founder of Travel PR, commented, “Cinco Jotas is an artisan producer with which we are thrilled to be working. Food and travel go hand in hand and our team has extensive experience both of niche luxury brands as well as fine food campaigns. Virginia and Rebecca look forward to applying their experience and energy to building awareness of Cinco Jotas in the UK market.”
Since 1879, five generations of expert pig breeders at Cinco Jotas have cared for the animals from birth to maturity (between 18 and 24 months of age). The pigs graze the best meadows (dehesas in Spanish), roaming at liberty across a huge UNESCO-registered area in the Sierra de Aracena and Picos de Aroche natural park, which totals some 184,000 hectares.
Cinco Jotas ham is cured by traditional methods in the cellars of Jabugo for at least 36 months before it is ready to be sampled. The whole process, including the carving, has developed into close to an art form, with every step designed to ensure that the maximum flavour and aroma is delivered.
Cinco Jotas jamón de bellota is available in selected fine food retailers, including Harrods in the UK, and in over 35 countries around the world.
For more information, visit www.cincojotas.com/en/.