Rabbit meat. European recipe. Promotion and information Programme for rabbit meat in the internal market: Spain and Portugal.

INTERCUN and ASPOC, two state-recognised organizations of Spain and Portugal, present a Multi Topic C 3-year programme that highlights the high quality standards of the EU and aspires to establish a new milestone in Europe regarding the situation of rabbit meat, a sector that has not been previously financed. Given that Spain is the second producer of rabbit meat in the EU, the program will be coordinated by Spain and will benefit the entire sector across the EU by responding to 3 common issues: 1) The global decline in rabbit meat production. 2) Dramatic fall in consumption of rabbit meat. 3) No value recognized for the European product.  It is important to inform the public about the production methods in the EU and the distinctive features of European rabbit meat in order to differentiate our production. The campaign focuses on consumers and professionals (butchers and HORECA) as well as communication media. It will be developed using a global European message as well as specific adaptation for each target audience and market. The campaign will implement 360-degree marketing activities with reinforced PR actions, significant online activities and social media actions, webinars, advertising via TV and conventional media, digital media, Facebook ads and cinema advertising. In addition, targeted material will be provided to retailers and POS and for use at training activities in Cooking Schools and professional workshops (butchers).The goal is to achieve an effective program that will reactivate rabbit meat consumption and will allow new consumers to add value and maintain the European production model at sustainable levels for the future. It will allow an increase in consumption of 0.03kg/capita per annum and an increase in sales of more than 5M kg of rabbit meat and €32 million. With a very positive ROI and campaign outreach of more than 581 million contacts, we expect to generate a change in perception that will reach 10% of our target.The financing and coordination of the project are guaranteed. Initially presented in 2016 and considerably improved in its latest submission, the programme aspires to be approved and financed, given the serious situation affecting the sector.https://carnedeconejo.es/