The Iberico Ham Experience
Awakening Japan’s Senses with Europe’s Passion

Background

A three-year project supported by the European Union, aimed at introducing the cultural and sustainable value of Spanish Iberico ham to the Japanese market. In its first year, the campaign centered on the theme “Awaken Your Iberico Sense,” delivering a fully immersive brand experience not only through taste, but also through sight, sound, touch, and scent. The target audience included food industry professionals, culinary media, influencers, and discerning consumers with a high sensitivity to quality and culture.

Strategy & Execution

The first-year theme, “AWAKEN YOUR IBERICO SENSE,” brought to life a multi-sensory journey rooted in Spain. At the heart of the project was a FAM trip featuring renowned chefs and artists, capturing their experiences as they explored the landscapes, craftsmanship, and culinary culture of Spain. These moments were translated into rich, cross-platform storytelling across YouTube, social media, web, and print media—engaging sight, sound, and taste to create a truly immersive narrative.

The campaign kicked off with a launch event at Roppongi Hills in Tokyo, where brand ambassador Chef Yoshida took the stage. Coverage spanned major outlets including Yahoo! Japan, and was amplified by a five-screen OOH advertising campaign in Shibuya. In parallel, masterclasses co-hosted with ABC Cooking Studio and the Japan Iberico Ham Association introduced professional audiences to carving techniques and original recipe creation. To deepen brand engagement beyond the event, a curated set of promotional kitchen goods was also produced and distributed—creating tangible, take-home extensions of the Iberico experience.

Outcome

The campaign leveraged social media and video platforms as its core channels, delivering a rich brand experience across a wide range of touchpoints and driving significant awareness in the Japanese market. Centered on Instagram and YouTube, the digital strategy featured continuous content from multiple influencers, generating high engagement and emotional resonance. With chefs and artists as key ambassadors, the messaging appealed to all five senses—positioning Iberico ham as more than a product, but as a sensory and cultural experience.

On the PR front, the campaign successfully secured media coverage across general, economic, and gourmet publications, targeting readers with a strong interest in food and lifestyle. The brand’s presence was further amplified through large-scale OOH advertising in central Tokyo, including Shibuya, as well as high-impact digital ads—creating a three-pronged wave of exposure across cityscape, digital, and editorial media.

Offline engagement was driven through high-profile launch events and expert-focused masterclasses. In particular, the collaboration with a leading cooking school enabled long-term relationship-building with culinary professionals and enthusiasts alike. Branded promotional goods, such as kitchen items, extended the experience into users’ daily lives—leaving a tangible, memorable impression of the brand.

As the first phase of a multi-year initiative, the campaign laid the groundwork for a deep, five-senses-based brand narrative. With strong momentum in place, future phases will build toward even greater brand recognition and long-term integration into everyday life.