DESAYUNA CON MIEL DE EUROPA. LLEGAN LAS FAMILIAS MIELENIALS. #15MondaysHoneyChallenge

Spain, following the instance of the European Parliament that wants to support and promote producers and apiculture products, as a leading country in this sector, wants to give continuity to the existing initiative "breakfast with European Honey" and proposes a campaign to promote the consumption of honey in the domestic market, emphasizing the benefits of this food, in addition to its link to appropriate dietary practices and its power of example as a single model of sustainable environmental production. In an attempt to strengthen the competitive position of Europe, which is affected against third countries such as China, with which we can not compete on prices or production costs, the programme aims at putting in value the "Honey of Europe" in terms of quality and safety. A program with positive SMART results that wants to reverse the trend and in 3 years to ensure that more than half of the population (51%) reaches the recommended intake of honey "at least once a week". A program that will try to generate an increase in stable honey consumption of 3% per year with a positive investment ROI of 3.68, reaching 29.5 M impacts. The project foresees a strategy of campaigns and actions, which is young and modern. It is a campaign aimed at families and children for whom honey fits very well in the healthy trend, reducing sugars and preventing childhood obesity. The project will encourage consumption associated with specific moments, at breakfast and on Mondays. The concept: #Mielenials families arrive in Europe, targets the families that are activated having breakfast with honey from Europe every Monday. It is perceived that the project has a global program strategy, very social, that will involve the target audience. The aim is to have the consumer at the center of communication by creating a true interaction between the target audience and the product. The European dimension and the social character in which European consumers can be added by generating a challenge is one of the scopes of the project. The ultimate aim is to try and modify a habit of consumption, in a specific way, by "challenging the families”.