EU-funded campaign “Naturally Cherrylicious” launches to promote European cherries in Spain, Sweden and Finland
On 24 April 2025, the EU-funded campaign “Naturally Cherrylicious – From Tree to Table” officially launched with a press event in Madrid. Co-funded by the European Union, this three-year programme promotes the quality, sustainability and traceability of European cherries in Spain, Sweden and Finland.
The campaign is led by Agrupación de Cooperativas del Valle del Jerte, representing over 2,500 cherry producers. The implementing agency for the campaign is Atlas Marketing Studio, responsible for the creative concept, strategy and full execution across all three markets.
Promoting European cherries: quality, sustainability and women’s role
Beyond flavour, the campaign highlights cherries as a product of sustainable farming and social impact. A key message is the role of women across the cherry value chain — from the fields to technical and leadership positions.
The programme also raises awareness of the traceability and environmental responsibility behind every European cherry.
MasterChef winner leads live cherry showcooking at launch event
The launch event brought together media and influencers from the food and agri-food sectors. Designed by PR agency Bloody, the highlight was a live showcooking by Ángela Gimeno, winner of MasterChef Spain.
She guided guests through three cherry-based recipes:
- Tiradito of seabass with pickled cherry pico de gallo, mint oil, and oil pearls.
- Cherry salmorejo with prawns and black olive torrefacto.
- Cherry tiramisú.
It was a hands-on session that showcased the versatility of cherries well beyond desserts.
What the “Naturally Cherrylicious” EU campaign includes
Running from 2025 to 2027, the campaign includes:
- Press and influencer events in Spain, Sweden and Finland
- Point of sales activations and presence at trade fairs like Fruit Attraction.
- A digital strategy with social media, influencer content and livestreams.
- Recipe content and showcookings with chefs and food creators.
The message “From Tree to Table” positions cherries as a seasonal, natural and high-quality product rooted in Europe.
Atlas Marketing Studio: implementing the EU-funded campaign from start to finish
Atlas Marketing Studio is the implementing agency for this EU-funded campaign. We’re in charge of the creative concept, overall strategy, and day-to-day execution across all three markets — from PR and events to digital content and influencer outreach.
The campaign follows our usual way of working with EU agri-food programmes: clear planning, local market focus, and consistent coordination to make sure everything runs smoothly.
Want to see more EU-funded campaigns we’ve brought to life? Visit our portfolio.
