The industry will go to bars to encourage young people to consume Canarian products

The president of Asinca, in the center, together with the councilor Yaiza Castilla, and the vice president of the industrialists (right). On the left, the Deputy Minister and the Director of Industry. / C7

Asinca launches a campaign under the title 'The future is now' to publicize that the purchase of a product Made in the Canary Islands benefits the whole of society, by generating employment and wealth on the islands

young Canarians are once again the target of the new promotional strategy that the Association of Industrialists of the Canary Islands (Asinca) has launched and with which it is sought that they opt for the local product, of the
Made in the Canary Islands, when consuming, both in supermarkets and in entertainment venues.

As a novelty, this time in addition to launching a
advertising spot very much in the style of young people, with the message to the rhythm of rap that "they are the future and that their decisions do matter", the industrialists are going to organize
routes in leisure areas on Fridays and Saturdays for which young people move in Santa Cruz de Tenerife, in La Laguna and in Las Palmas de Gran Canaria in Vegueta, Las Canteras and the Puerto area, among others, to spread it.

Three dancers will choreograph the spot (as shown in the video that accompanies the information) and two promoters will report on the campaign premises. Youth will be prompted to upload their photos and
tag themselves at @elaboradoencanarias on their social networks and they will be presented with a safe gift.

feeling of canarity

The objective is to create community and a feeling of Canarian through the Canarian product, which, if purchased, favors employment in the islands and wealth for the archipelago.
“If you buy elaborated here, it comes back to you”, as the spot points out.

In addition, as the president of the Association of Industrialists of the Canary Islands (Asinca), Virgilio Correa, indicated yesterday, the Canarian product fits in perfectly with a
youth increasingly concerned about the environment and sustainability. Canarian products are made on the islands and "are kilometer zero," Correa said in an act in which, in addition to industrialists and the vice president of Asinca, Raúl García, representatives of the first distribution brands of the islands participated. .

We appeal to the feeling of pride, of rootedness, of belonging to a specific place, to a society and to consuming Canarian products«, said the president of Asinca, who stressed that more activity is more employment and that industrial employment is characterized by being more stable and having a higher remuneration than the rest of the economic sectors.

Consume Canarian product, benefit for all

The Minister of Tourism, Industry and Commerce of the Government of the Canary Islands, Yaiza Castilla, highlighted the importance of the Made in the Canary Islands brand for the economy of the islands. As she stated,
sales of the Canarian product generate around 1,300-1,500 million euros per year60% of what the Canarian agri-food industry contributes to the Gross Domestic Product (GDP) of the islands, and which is between 2,600 and 3,000 million euros per year.

The campaign that is now launched completes a strategy made up of three differentiated promotions and aimed at penetrating the young public. The first launched in September 2021 and ran for six weeks under the tagline,
'A mother is forever'.

With it, it was shown how the mother is usually the prescriber of the products and always buys the best for her children. In this case, she bought the Canarian product.

The second promotion launched in November 2021 and ran for 25 weeks under the title
'Listen to your mother'. On this occasion, it was shown how the traditions of mothers are converted into customs for their children, in this case, when choosing the Canarian product once they become independent and leave their mother's home.

Now, the campaign will start on May 16 with the slogan
'The future is now' and it advocates the consumption of local products as a way "to take care of what is ours and to protect our land". “We are the relay and we know how to do it. With canary. With pride for a job well done », collects the spot.

500,000 euros of investment in the campaign

The total of the three campaigns have meant an outlay for Asinca of more than half a million euros. Part of this money has been covered with public funds from the
Ministry of Industry within the framework of the programs that the department of the Government of the Canary Islands allocates to carry out initiatives that encourage the consumption of products made on the islands.

Correa pointed out the difficulty of knowing what return this promotional effort will have on sales, but he did indicate that the important thing is «
climbing in the mind and behavior« of young Canarian consumers.

Greater weight of industry in GDP

The Minister of Tourism, Industry and Commerce of the Government of the Canary Islands, Yaiza Castilla, highlighted yesterday that the Executive is carrying out "intense work" to support the commercial sector. The Made in the Canary Islands brand started in 2009 and since 2016 it has had the direct support of the Ministry, which this year has contributed 350,000 euros.

The head of Industry of the Autonomous Executive stressed that the brand 'Made in the Canary Islands' is a fully recognized brand on the islands, "but we are in a very globalized world that requires constant communication with the consumer."

Castilla assured that Asinca's campaigns are in line with the Canary Islands Industrial Development Strategy 2022-2027 and that it seeks to increase the weight of the sector in the Canary Islands economy, from the current 6.2% to 7.2% of GDP.

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