The +Broccoli Association has launched a promotional campaign to boost broccoli consumption in Spain and, as a new development, also in Germany. This move marks an international challenge and a historic milestone for the organization, which has been promoting healthy lifestyle habits through the consumption of this vegetable for over a decade.
Miguel Ángel Revilla, the broccoli ambassador, led the first harvest of the season last Saturday at a farm owned by Sacoje, a +Brócoli partner, in La Hoya (Lorca). La Hoya is one of Spain's key production regions. This ceremonial event officially launched the season, which will continue throughout November and is sponsored by Chef Rubén Fenollar.
© +Brócoli
The "A Healthier Europe" project, co-funded by the EU and involving the Spanish Artichoke Association and AOPn Fraises Framboises de France, aims to boost Europeans' consumption of these foods from the current average of 350 g/day to the WHO-recommended 400 g/day. To achieve this, they have devised a strategic, high-impact communication plan in both countries that includes:
- Special labeling at points of sale: over 1 million pellets in Spain and 1.5 million in Germany will feature an exclusive label with the slogan "This is not just broccoli."
- In Spain, the campaign will run in supermarkets like Spar, Lidl, El Corte Inglés, Más y Más, and others. In Germany, Edeka and Rewe will promote European broccoli.
- Vinyl on the Berlin tram.
- Actions across fruit stores throughout Spain with promotional gifts and informational materials at traditional sales points.
- Puesto 92 Pop-ups at the Madrid markets of Chamartín and La Paz, an experiential space offering information about broccoli, competitions, gifts, product tastings, and culinary workshops.
- Actions in schools: engaging educational activities to promote vegetable consumption from a young age.
- A campaign spot was shown in over 600 cinemas across Spain.
- Digital collaborations: over 30 influencers from the gastro, health, and lifestyle sectors will produce recipes, videos, and sweepstakes on Instagram, creatively highlighting the versatility and benefits of broccoli.
Under the slogan "This is not just broccoli. This is a healthier Europe. This is Green Power," +Broccoli emphasizes its commitment to health, sustainability, and promoting a balanced vegetable diet through a series of impactful actions.
For more information:
Asociación +Brócoli
Email: [email protected]
www.masbrocoli.com
