We thought that if bad news travels fast, we would have to respond even faster. As such, we dreamt up the first Spanish fruit and vegetables flying squadron – a flyer campaign with 3 clear objectives in mind:1.To intercept our closest European neighbours: inbound tourists at Spain’s busiest airports.

2.To dispel any prior misconceptions they may have had.3.To direct them towards our tasting stalls.

• 500,000 tourists targeted by the campaign: mission accomplished • 75,514 prior misconceptions successfully dispelled (flyers handed out)- English tourists: 28,001 strikes- German tourists: 16,950 strikes.- Other foreign tourists: 11,583 strikes- Spanish travellers: 18,980 strikes• In excess of 26,000 tastings• Media reaction: covered by 108 media outlets