" The new advertising campaign for the tomato with an origin and quality guarantee was presented this morning by the “La Cañada-Nijar Protected Geographical Indication (PGI) Tomato Board”, to which both Vegacañada (part of the Agroponiente Group of companies) and Agroponiente Níjar belong. "

The new advertising campaign for the tomato with an origin and quality guarantee was presented this morning by the “La Cañada-Nijar Protected Geographical Indication (PGI) Tomato Board”, to which both Vegacañada (part of the Agroponiente Group of companies) and Agroponiente Níjar belong.

The king pin of this campaign is; “Tomatoman” a new superhero who is pledged to defending the consumption of healthy food and the properties of the La Cañada Nijar Tomato as a source of wellbeing and fitness for consumers.

The event was presided over by Mr Fancisco López Martínez, president of the Regulatory Board and Managing Director of Vegacañada; Tomatoman himself, Antonio García Padilla, the president of Coproníjar the latest company to join the PGI, who the board gave a warm welcome to, and the marketing director of Plataforma Publicidad, the company in charge of the campaign.

The promotional video was shown during the presentation and the campaign dossier, all the advertising material, including a comic showing the adventures of Tomatoman, the new healthy food hero who was quoted as saying: “We have a duty to encourage people to eat healthily, especially tomatoes, to which I owe my great strength and fitness.”

The president of the regulating board, Mr Francisco López, said that “this campaign has an emphasis on innovation and creation and aims to promote our produce throughout Spain and the rest of Europe in an original way. A number of actions will be carried out in markets around the province of Almería moving on to other provinces and from there to different European trade fairs, with a road show in which a journalist and “Tomatoman” will take part, and which will go on to visit different European fairs including Fruit Logistica in Berlin. Additionally, an action figure of “Tomatoman” will be sent to 40 important executives with decision making powers regarding sales within the food industry in Europe, who we would like to open their doors to “Tomatoman”, and through him, the Cañada Nijar Tomato”

Finally, the Marketing Manager of Plataforma Publicidad showed his gratitude to the “Regulating board for backing this creative initiative. In marketing, it is easy to talk of innovative and creative formulas, but what’s difficult is actually creating them. La Cañada Nijar Tomato with ‘Tomatoman’ has allowed us to apply these creative strategies, for which we are very grateful”.