The Portuguese Cork Association (APCOR) proudly announces the start of its Campaign for Cork in the UK this month — ‘Let’s Talk Real Cork’ — with the signing of José Mourinho, manager of the Chelsea Football Club.
A native of Portugal, Mourinho was a natural choice to be the face of the campaign. “I accepted APCOR´s invitation to promote the cork industry in the UK because cork is a Portuguese product. It’s a product that has elevated Portugal into becoming a worldwide leader in this sector and therefore must be promoted by all Portuguese,” said José Mourinho.
“He is well respected in Portugal and highly recognizable throughout Europe for his formidable presence on and off the field. We know he can bring the same attention and focus to our efforts in the cork industry,” adds Elisa Pedro, Communications Director of APCOR.
The Cork Campaign is designed to target two key audiences: the wine consumer and the wine trade industry. The consumer approach will be to increase awareness and stir up and stimulate a fair and balanced discussion amongst consumers on the wine closures debate. Trade activities will include efforts to communicate the achievements of the cork industry to deliver the finest quality cork closures and to partner with wine industry leaders to reinforce the association between real cork and the best wines.
Through various activities utilizing consumer and trade press as well as outdoor and online promotions, the six month campaign will promote positive aspects of cork and reinforce the association between real cork and the best quality wines. “With recent progress in cork research and new product development, we find we are now in a position to take a pro-active approach,” said Hugh Taylor, Managing Director of Grasshopper, the agency behind the campaign.
Founded in 1956, APCOR promotes the development of the Portuguese cork industry, manages the quality of Portugal’s cork production and champions the benefits of natural cork. Since Portugal is the world’s largest producer of cork, APCOR strives to help create solutions that may limit the cork industry from producing quality cork stoppers. APCOR is also committed to the environmental
issues and works tirelessly through research and development to ensure future generations can enjoy the benefits of natural cork.
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