Intercitrus registers 2027-29 promotional campaign for the German, French, and UK markets with the European Union
Spanish citrus interprofessional organisation Intercitrus has registered its proposed promotional campaign for Spanish oranges and mandarins with the European Union. The campaign, which will run from 2027 to 2029 in Germany, France and the UK, marks a return to marketing activities by the interprofessional after an 18-year absence.
After a tender process involving five advertising agencies, the Intercitrus governing board awarded the promotional plan to Somos Food Marketing. Under the slogan “So close, so good” – a play on the expression “So far, so good” – the campaign aims to highlight the freshness and safety of Spanish citrus and its proximity to the main markets it serves.
Intercitrus president, Celestino Recatalá, said: “The message we have chosen together with all the member associations seems particularly suitable because it emphasizes locally sourced products, which in the case of our oranges and mandarins offer the highest standards of freshness, flavour, food safety, and sustainability, as well as compliance with labour and social regulations.
“‘So close, so good’ is also a short, catchy slogan that is easy to translate into French and German. We believe that, accompanied by an attractive and impactful image, this promotional campaign can revitalise the consumption of our oranges and mandarins in the three most important international markets for the citrus sector.”
Intercitrus has secured a budget of around €5mn a year for the next fives years, of which it plans to allocate between 55 per cent and 75 per cent on promotional activities, and the rest on other areas including R&D, phytosanitary protection and pest and disease control.
