#San Jose #Costa Rica #Amazon Ads #The Natural Choice

Introduction

In an exciting move to promote its agricultural sector, essential COSTA RICA has launched a new campaign called "The Natural Choice". Collaborating with the Amazon Ads Brand Innovation Lab, this initiative aims to elevate Costa Rican products in key European markets including Spain, the United Kingdom, and Germany. Set against the backdrop of increasing consumer interest in sustainable products and healthy lifestyles, the campaign is set to showcase the unique value propositions of Costa Rican agriculture.

Campaign Overview

Launched on October 15, 2025, the campaign's primary focus is to introduce a variety of Costa Rican agricultural products such as pineapple, bananas, yucca, and coffee. These products are not only of high quality but are also cultivated under strict ethical standards. This aligns with the growing trend among European consumers who are increasingly prioritizing health and sustainability.

To foster deeper connections with consumers, the campaign employs distinctive handcrafted illustrations and organic shapes, effectively conveying the authentic and artisanal nature of Costa Rican exports. This artistic approach consciously contrasts with the prevalent digital imagery and artificial intelligence-generated visuals, emphasizing the core message of the campaign: the natural choice.

Significance of the Campaign

Adriana Acosta, the Director of essential COSTA RICA, states that the campaign serves as both a promotional tool for quality products and an introduction to the rich culture and essence of Costa Rica. She mentioned, "In a world rife with artificial options, Costa Rica offers fresh, ethically produced food that prioritizes health and well-being."

Moreover, the campaign is meticulously designed to create an engaging experience on Amazon's platform. Shoppers in Spain, the UK, and Germany will benefit from a wealth of information within the campaign framework, encouraging them to engage with Costa Rican products in a meaningful way.

Interactive Elements of the Marketing Strategy

The essence of the campaign is manifested in multiple interactive elements that effectively draw consumers into the Costa Rican experience:

1. Fire TV Panoramic Experience: This feature captivates viewers through an immersive landing page that transports them directly to Costa Rica, inviting them to explore the stories and cultural heritage behind the showcased products.
2. Amazon Brand Store: An integrated digital hub where visitors can discover traditional recipes and wellness tips inspired by Costa Rican culture. An interactive map guides users through regional gastronomic customs, emphasizing how key products are cultivated and enjoyed across different areas.
3. Prime Video Advertising: Animated 15-second video ads highlight featured ingredients like bananas, coffee, yucca, and pineapple, utilizing creative designs that resonate across the campaign's brand store and various digital platforms.
4. Artfully Decorated Amazon Lockers: These lockers feature catchy headlines related to the highlighted products along with QR codes linking to recipe ideas and wellness advice on the brand store.
5. Amazon Fresh Bag Messaging: Campaign messaging appears on delivery bags, featuring QR codes that direct consumers to the recipe section of the brand store—a clever way to keep the campaign alive even after purchase.
6. Customized Alexa Experience: This interactive feature educates users on selecting, storing, and enjoying Costa Rican products, while sharing insights tied to health, tradition, and sustainability. Users can activate it by saying, "Alexa, launch tips from Costa Rica."

Kate McCagg, Director of Amazon Ads Brand Innovation Lab, expressed her excitement for the campaign, stating, "Every detail—from colors to illustrations—celebrates the vibrancy of Costa Rica, sparking curiosity among consumers, while recipes encourage engagement and the enjoyment of these flavorful products."

Conclusion

Essential COSTA RICA's campaign, "The Natural Choice," provides an excellent opportunity to shine a light on the country's rich agricultural heritage while meeting the demands of modern consumers in Europe. By cultivating a narrative that promises quality and sustainability, Costa Rica is set to build a strong presence in international markets. As the campaign progresses, it holds the potential to broaden appreciation for Costa Rican agriculture, paving the way for future export opportunities and fostering a greater understanding of the country's dedication to sustainable practices.

This initiative not only emphasizes the importance of high-quality produce but also instills a sense of cultural awareness among European consumers, highlighting the delicate balance between nature and sustainable consumption.