The +Brócoli Association has kicked off a promotional campaign aimed at encouraging broccoli consumption in Spain and, for the first time, also in Germany. This step represents an international challenge and a historic milestone for the organisation, which has been promoting healthy lifestyles through the consumption of this vegetable for over a decade.
The Broccoli Ambassador, Miguel Ángel Revilla, carried out the season’s first cut on a farm belonging to Sacoje, a +Brócoli member, in La Hoya (Lorca), one of the most important production areas in Spain. This symbolic act marked the official start of the campaign, which will run during November and will feature chef Rubén Fenollar as its ambassador.
The project “A Healthier Europe”, co-financed by the European Union and involving Alcachofa de España and AOPn Fraises Framboises de France alongside +Brócoli, aims to increase European consumers’ intake of these foods with multiple health benefits, up to the 400 g/day recommended by the World Health Organization. Currently, consumption stands at 350 g/day.
To achieve this goal, the partners have designed an ambitious communication and promotion strategy featuring high-impact actions in both countries: Special labelling at points of sale: more than 1 million heads in Spain and 1.5 million in Germany. Presence in supermarkets: the campaign will be visible in chains such as Spar, Lidl, El Corte Inglés, Más y Más and others in Spain; in Germany, Edeka and Rewe. Wrapping of the Berlin tram.
Promotional activities in greengrocers across Spain. Pop-up “Puesto 92” in Madrid markets: Chamartín and La Paz markets will host experiential spaces with information about broccoli. Educational activities in schools. Campaign spot in cinemas. Digital collaborations: more than 30 influencers from the gastro, healthy and lifestyle fields will create recipes, videos and giveaways on Instagram.
A Healthier Europe
All information about the European promotion programme is available at www.unaeuropamassaludable.com, where visitors can explore the campaign’s actions, objectives and educational materials.
The president of +Brócoli, Antonia Piernas, highlighted the sector’s work and the collective effort of farmers, companies and professionals who work passionately every day to offer a product of the highest quality. “Broccoli is a symbol of the modern, sustainable and healthy agriculture we want for Europe’s future. At +Brócoli we continue to demonstrate that unity and innovation are the best way forward.”
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Chef Rubén Fenollar, ambassador of this edition, stressed that “this campaign is a great opportunity for people to discover the many ways to cook broccoli and enjoy a tastier and healthier diet.”
The spot
Before being shown in more than 600 cinemas across the country, the original spot of the “A Healthier Europe” project, promoted by +Brócoli and Alcachofa de España, premiered in Lorca, one of the most representative areas for the production of these European vegetables.
This fun concept brings two local products—broccoli and artichoke—into a psychologist’s office, where they share their most intimate feelings in the first person. The idea is to highlight that our impressions do not always match the true nature of the products we use every day in our kitchens: broccoli, for example, can be the perfect star of any recipe, not just a side dish; and artichokes are not difficult to peel or cook—quite the opposite.
“Right now, at the start of the perfect season for these vegetables, we want people to see that they are much more than they appear. We believe that turning them into characters with their own voice, thanks to the magic of cinema—which allows us to empathise with everything we see on screen—is the best way to convey that message,” said the association’s president at the pre-premiere.
