The Ham Truck takes the culture of Iberian ham, jewel of Mediterranean gastronomy, to the heart of Liverpool.
The campaign “Ham Passion Tour” will travel 25,000 kilometers through 24 cities throughout Europe until 2020
From November 13th to 17th, a road show will show the gastronomic qualities of the passion of Europe in the pop city. Master cutters will spread the art with centuries of tradition
(Nov 2018) Liverpool, capital of pop, of legendary groups like the Beatles and even declared as the first British city of music by UNESCO, has been one of the points chosen by the Ham Passion Tour to spread the characteristics that make Iberian Ham a symbol of European gastronomic culture and the passion of Europe. This campaign, which will travel 25,000 kilometers throughout Europe and 24 cities until 2020, has also shown the art of carving as one of the main factors that allows you to fully enjoy its aroma, unmistakable texture and flavor, as well as key details linked to the European production system such as food safety, traceability, animal welfare, labeling or nutritional and health aspects, among others.
A modern “Ham Truck”, with professional cutters, has divulged the benefits of this healthy product of the Mediterranean Diet at Liverpool One, between November 13th and 15th. And later, it moves to Church Street, from the 16th and 17th of this same month.
The action is part of the information campaign promoted by the Interprofessional Association of the Iberian Pig (ASICI), under the brand Iberian Hams from Spain, with the support of the EU, which also included actions in London at the beginning of November. The "Ham Passion Tour" campaign is an innovative information and promotion program for the markets of Spain, France, Germany, the United Kingdom and Mexico.