Zumos y Gazpachos de España presents its new European Promotion Programme for Spain and Portugal
A campaign co-financed by the European Union to highlight the quality, diversity, and flavour of fruit juices and gazpachos
Madrid, 5 June 2025. In Madrid today, the National Association of Juice and Gazpacho Manufacturers – Zumos y Gazpachos de España – held the official presentation of its European Promotion Programme 2025-2027, an initiative co-financed by the European Union after a highly competitive process to be developed in Spain and Portugal, with the aim of bringing fruit juice and gazpacho closer to the consumer, highlighting its quality, diversity and flavour.
Attended by the media, public authorities and representatives of the agri-food sector, the event marks the start of a three-year campaign with a multi-channel presence in both countries.
Under the slogan “Ready to drink, ready to enjoy,” the creative proposal articulates its message around a duality that reflects the balance between the pace of everyday life and the pleasure of consuming fruit juice and gazpacho.
This idea connects convenience with the sensory and reinforces the commitment to a balanced and sustainable agri-food model from farm to table, highlighting the quality, flavour, diversity, tradition and work of the European primary sector.
The campaign was presented by Ms. Purificación González Camacho, Deputy Director General of Food Promotion of Spain (Ministry of Agriculture, Fisheries and Food); Mr. José Hernández Perona, President of the National Association of Juice and Gazpacho Manufacturers; and Mr. Javier Valle, Secretary General of the same.
During the press conference, the creative campaign was also unveiled, representing a visual duality through the contrast of two worlds: practicality alongside vibrancy, dynamics and energy.
A visual identity that connects mainly with a young adult and independent public, who are more practical and sustainable when choosing their food, conveying the idea that enjoying European fruit and vegetables in any of their varieties, flavour, texture and formats plays a fundamental role in European consumers.
In a context of deficient consumption, “the richness, freshness, and quality of our fruits and vegetables place us in a privileged position for the production of juices and gazpachos from fresh fruits and vegetables. This is why our industry is able to offer products of the highest quality thanks to the combination of exceptional raw materials and advanced technologies throughout the entire process: from procurement to production and marketing,” says José Hernández Perona, president of the National Association of Juice and Gazpacho Manufacturers.
The action plan includes outdoor and digital advertising, a social media presence, informational materials, collaborations with influencers, and industry meetings with the media, distribution, and food and beverage channels.
This program is co-financed by the European Union, within the framework of Regulation (EU) No. 1144/2014 and its implementing regulations.
