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Football World Cup Special

The biggest football event there is, which is taking place in Russia, has just kicked off. Until the day of the final on 15 July, many will be watching, and it is an excellent opportunity for companies to promote their products and become sponsors. For example, Coca-Cola, official sponsor, has launched a campaign. McDonald's is also present in the media with its independent franchise Golden Arches, the largest in the world, which has prepared a special program that will allow 45 children from 11 countries in the region (Latin America and the Caribbean) to step in the pitch with the players in World Cup matches.

The above are examples of two well-known companies, but it is more interesting to find out what the World Cup will entail for our sector. Companies have been quick to prepare packs or combinations of special products.

For example, a container with black, red and yellow tomatoes by the company Eosta is doing very well in the German market. Also, two Swiss marketers have designed a container for snack tomatoes, produced by Shur Star, which has the shape of a football shirt with the national colours: red and white. For its part, the Swedish company Hebe Frukt & Grönt has managed to display the national colours in a glass called Heja Sverige-bägare ("Courage for Sweden"), which contains pineapple, blueberries and Piel de Sapo melon.

Importaco Poland has also launched a good promotional action, as explained by Francisco Tomás Romero Leña on Linkedin. "Our campaign to promote ITAC products during the 2018 FIFA World Cup is already underway. ITAC nuts will be available in various supermarket chains in Poland during the international football competition."

World Cup Special
Spain and the countries of Latin America are well represented this year in the World Cup, with Spain, Peru, Mexico, Brazil, Panama, Costa Rica, Colombia, Uruguay and Argentina all taking part. The Spanish language edition of Freshplaza is preparing a series of articles, each day devoted to a professional or company from the sector residing in one of the aforementioned countries or in Portugal. Each interviewee will be asked the same questions.

Do you have something to share with us regarding actions related to the World Cup, or about special packs to commemorate this sporting event? Any interesting information? Do not hesitate to send me any information or picture to You can thus be part of the World Cup Special that FreshPlaza is going to publish.

Since I am Dutch and we all know that the Netherlands will not be participating at the World Cup, I will cheer for all the countries mentioned above. Good luck!

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