The vice-president of the IGP, Antoni Bonafé, stressed that “this fresher image” will make the label more attractive for marketing companies
The Regulatory Council also highlighted the work done to “make the brand much more identifying and recognizable by the final consumer”
The Protected Geographical Indication (PGI) Ametlla de Mallorca has today publicly presented the renewal of its image and communicative strategy for the coming years, focused on “achieving a much broader consumer audience”, as highlighted by its Regulatory Council and the communication agency Lalal’ Brands, with whom the entity has worked.
According to the vice president of the IGP Regulatory Council, Antoni Bonafé, with “this fresher image” the IGP seal will be “more attractive to companies”, and the ultimate goal of everything is that these “will make it more visible and present in their products”, and therefore “that the seal of our almond is much better known and recognizable to all the people who are going to buy”.
The agency has explained the reasons why it has decided to modify the logo, the slogan, the typography, the range of colors or the story of the brand, among other elements: “We were looking, together with the IGP, to modernise the brand, adapt it to the new times and to a very dynamic market, and where you have to keep up to date to differentiate between the large number of brands and stamps”.
From the Regulatory Council they have said that the intention is to make themselves known much more among those people “who buy in the supermarket and in the hypermarket, who do not often go to town squares, or who are not old to remember what the Mallorcan almond has always meant”. They wanted to remember, however, that “year after year the production, consumption and commercial value of the PGI almond has been increasing”.
Finally, the entity wanted to remember and highlight that, despite this change, the application of the new image will be progressive, and that it is possible that during the coming months people will continue to find the previous image of the IGP when they are going to buy almonds from Mallorca to surfaces or commercializing companies.
This renewal of the image and the communicative strategy of the PGI has been possible thanks to the financial support of the European funds FEADER, managed by the Ministry of Agriculture, Fisheries and Food in Spain and the Ministry of Agriculture, Fisheries and Natural Environment of the Government of the Balearic Islands through the Fogaiba.
