It’s been an eventful Q2 of 2018 for the EFMP’s Spanish partners, Grupo A, as they not only continued to produce quality results for their clients but once again went above and beyond with their social contributions and commitments to uplifting the community.
For the second consecutive year, Grupo A, completed Diageo’s ‘Learning for Life’ programme, which is designed to inspire and transform the lives of people throughout their communities by equipping them with skills required to excel in certain industries. Grupo A’s support helped enable the graduation from this programme of 60 young people from vulnerable situations in Barcelona, Las Palmas and Seville.
Grupo A and Diageo developed the Learning for Life programme which focuses on adult education and is implemented in partnership with local education, government and training organisations. Learning for Life matches high-potential individuals with vacancies within the industry and works to reduce the gap between the skills of individuals and the competencies required by employers. The fact that at least 70% of the participants in the programme go on to work within the sector is proof of its success. Additionally, participants of Learning for Life 2018 will enter Diageo's own job market, a new initiative that seeks to ensure the labour inclusion of these young people.
Grupo A is extremely proud of their contribution to the programme and wish all participants the greatest success in their future accomplishments.
Grupo A has also been working with world renowned distillers, Ron Arehucas, in implementing a mystery shopper campaign to evaluate the impact of the brand campaign for Carmela Gin which brought the brand to life across Spain and the Canary Islands.
Carmela Gin is the delicious new premium gin, distilled by Ron Arehucas, that is made with extracts of tropical fruit from the Canary Islands, highlighting mango and guava flavours and which is enjoyed as a gin & tonic or with lime or lemon soda.
Grupo A used mystery shoppers within the hotel, restaurant, cafe and nightclub channels to assess the impact of recent brand activations for Carmela Gin. Grupo A’s mystery shoppers were trained to observe and record all relevant details to determine the success of the campaign. They were able to provide valuable feedback to the client via detailed reporting, along with evidence-based photographic feedback, which helped to identify the areas that required improvement. The factual and relevant results provided by Grupo A showed that customer awareness doubled while the activity was live. This feedback assured Ron Arechus that the campaign was a proven success.