Gen Z experiential marketing campaign for European cherries
When technical messages are translated into relevant cultural moments.
Background
European agri-food promotion campaigns often need to communicate messages that are strategically important but difficult to make relevant to younger audiences. Concepts such as sustainability, European production, generational renewal, traceability, product quality and the value of rural communities can feel distant or overly technical to Gen Z when communicated through traditional campaign formats.
The challenge was to translate these messages into a culturally relevant experience that could connect with younger consumers through the channels, formats and behaviours already embedded in their daily lives. Rather than asking Gen Z to engage with the campaign on institutional terms, the objective was to bring the campaign into their world: social media, wellness, community experiences, creator-led content and authentic product discovery.
In this case, Atlas managed an integrated Gen Z marketing campaign for European cherries, combining centralised strategy, creator-led storytelling, experiential activation, product sampling and paid social amplification to increase visibility, engagement and product trial among younger consumers.
Background
INTEROVIC (Spain) and JKÁSz (Hungary) joined forces for this EU-funded campaign promoting Esustainable lamb and goat consumption, in those same two markets. The initiative aimed to challenge the traditional perception of lamb and goat as festive-only foods, advocating for their inclusion in everyday meals.
A pivotal moment in the campaign was the launch event held at Omeraki, the renowned restaurant led by chef Alberto Chicote in Madrid. The event featured a specially curated menu highlighting the versatility and sustainability of lamb and goat, aligning with the campaign’s core message: “Celebrate the everyday with sustainable lamb and goat from Europe.”
Our work
Atlas Marketing Studio orchestrated the launch event at Omeraki ensuring a seamless blend of culinary excellence and strategic messaging. The evening showcased a series of innovative dishes crafted by Chef Chicote, emphasizing lesser-known cuts of lamb and goat to demonstrate their versatility and suitability for daily consumption.
The menu included:
- Paté en croûte featuring lamb trotters, leg of suckling lamb, sweetbread, and pistachios.
- Homemade Paquito sandwich filled with pulled lamb.
- Lamb shoulder skewer with a unique marinade.
- Lamb tataki with citrus and pickled vegetables.
- Bean stew with lamb tongue.
- Mud-soaked lamb shoulder slow-cooked to perfection.
- Lamb meatballs with a rich, savoury sauce.
These dishes were designed to rotate weekly, allowing guests to experience a diverse range of flavours and preparations, reinforcing the message that lamb and goat are not just for special occasions but can be enjoyed regularly .
Chef Chicote’s involvement extended beyond the event; he also contributed to a recipe book featuring over a hundred recipes to inspire consumers to incorporate lamb and goat into their everyday cooking.
The launch at Omeraki was a significant milestone in the campaign, setting the tone for subsequent activities aimed at promoting sustainable lamb and goat consumption across Spain and Hungary.
Clients
ACVJ
Category
FMGC
The Keys
Gen Z marketing · Experiential marketing · Influencer marketing · Social run · Product sampling · Paid social · Community engagement
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Client
ACVJ
The Keys
Gen Z marketing · Experiential marketing · Influencer marketing · Social run · Product sampling · Paid social · Community engagement
Category
FMGC
Background
European agri-food promotion campaigns often need to communicate messages that are strategically important but difficult to make relevant to younger audiences. Concepts such as sustainability, European production, generational renewal, traceability, product quality and the value of rural communities can feel distant or overly technical to Gen Z when communicated through traditional campaign formats.
The challenge was to translate these messages into a culturally relevant experience that could connect with younger consumers through the channels, formats and behaviours already embedded in their daily lives. Rather than asking Gen Z to engage with the campaign on institutional terms, the objective was to bring the campaign into their world: social media, wellness, community experiences, creator-led content and authentic product discovery.
In this case, Atlas managed an integrated Gen Z marketing campaign for European cherries, combining centralised strategy, creator-led storytelling, experiential activation, product sampling and paid social amplification to increase visibility, engagement and product trial among younger consumers.
Our Work
Atlas designed and delivered an integrated Gen Z marketing activation centred around a social run at Always Open, Sara Bace’s café. The format was selected to connect the campaign with territories that are particularly relevant to younger audiences: active lifestyles, wellbeing, social experiences, fresh food and community participation.
The activation was led by @SaraBace, whose profile, tone of voice and audience made her a natural fit for the campaign. Her involvement helped translate institutional campaign messages into creator-led content that felt more relatable, credible and native to social media.
Rather than communicating sustainability and European production through technical explanations, the activation allowed these values to be experienced through participation, product trial and storytelling. The social run became the central experiential and content hook, transforming the campaign into a live moment that people could join, share and engage with online.
The activation combined several connected consumer touchpoints:
- Creator-led storytelling designed for social-first audiences.
- A community social run linked to wellbeing and active lifestyles.
- Fresh cherry sampling to encourage product discovery and trial.
- Bespoke campaign merchandise designed to strengthen visibility and recall.
- A social media giveaway to drive participation and audience growth.
- Interactive Instagram Stories using stickers and other native platform tools.
- Organic content designed to generate reach, engagement and conversation.
- Paid social amplification to extend the campaign beyond the physical event.
On the ground, the team distributed 60 kg of fresh cherries through 900 individual samples, alongside 260 pieces of bespoke campaign merchandise.
Atlas managed the full activation, including strategic development, creator coordination, production, suppliers, logistics, campaign materials, on-site execution, product sampling and digital amplification.
The result was an integrated Gen Z campaign in which influencer marketing, experiential activation, social content, sampling and paid media worked together as part of one connected consumer journey.
The results were phenomenal.
547K+
873K+
900
Accounts reached organically
Video views
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Celebrate the everyday in gastronomic trade shows
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