The EUChorizo! campaign made a strong debut in the UK market with a high-profile press event held on April 29, 2025, at the renowned Camino Monument restaurant, located near the iconic Tower of London. This exclusive, invitation-only gathering marked the official launch of the program and aimed to position European chorizo as a standout product in the British food landscape.
Organized by the Spanish Chorizo Consortium in collaboration with Atlas Marketing Studio and supported by the “Restaurants from Spain” quality seal (ICEX), the event brought together journalists, influencers, chefs, and key players from the food and hospitality sectors. The evening featured a formal presentation of the EUChorizo! campaign, a detailed masterclass on the production and varieties of Spanish chorizo, and a guided tasting session showcasing its versatility through both traditional and contemporary tapas.
Guests enjoyed curated dishes such as chorizo talos with roasted pumpkin and spiced yogurt, chorizo simmered in wine, and crispy empanadillas filled with smoky pisto and chorizo — all designed to highlight the product’s rich flavor and culinary adaptability.
Beyond the culinary experience, the event served a strategic purpose: to raise awareness through earned media by equipping attendees with press kits, tasting sheets, and visually compelling materials aligned with the campaign’s European identity and messaging — “Enjoy, it’s from Europe.”
To amplify the campaign’s impact, a targeted social media advertising initiative was launched in parallel, focusing on London-based professionals in the food and beverage industry. As part of the promotion, an Instagram giveaway encouraged engagement and awarded a guest spot at the event.
Weeks later, an online follow-up session expanded the campaign’s reach to consumer audiences across the UK. This digital event, designed to reinforce the campaign’s key messages, attracted additional interest and maintained momentum post-launch.
Together, both events laid the groundwork for long-term visibility and growth of European chorizo in the UK. Media coverage appeared in top industry outlets, including Food & Drink Technology, Restaurant Industry News, and Mostly Food and Travel, generating an estimated reach of nearly 190,000 readers.
EUChorizo! is now officially underway in the UK — proudly promoting the quality, tradition, and culinary excellence of European chorizo to professionals and food lovers alike.
