"Sabe pela vida" (Knows for life) is the motto of the new campaign launched on June 19 by the Association of Hotels, Restaurants and Similars of Portugal (AHRESP) with the aim of encouraging the Portuguese to resume visits to restaurants, bars and hotels.

Held in partnership with FIPA - Federation of Portuguese Agri-food Industries, the initiative aims to restore confidence to consumers, conveying the message that it is possible to "taste life", while respecting health and safety standards.

The campaign in video format will be broadcast on the three main channels of Portuguese television between the months of June and July, after 2 months of confinement that forced the closure of most commercial establishments.

According to AHRESP, the campaign "comes at a time when there is an urgent need to boost these economic activities, along with the food and beverage industry, which together represent 500,000 jobs, 125,000 companies and a turnover of 32 billion euros".