Consolidate the position of the European lemon and increase its consumption in Spain, France and Germany.

Spain, as a leading country in lemon industry, is being challenged by third countries such as Argentina or South Africa which pose a competition on prices and production costs. Therefore it identified the need for a vital and consistent program to strength the environmental sustainability model as well as quality and safety of the European production model. This lead to the SMART program where the work will be focused on obtaining informative performance by changing the perception on quality depending on the European origin by a 10% at the end of the program, a change in the perception of European lemon against third countries lemons by a 15% at the end of the program and a reduction on misinformation in the traceability by a 15% at the end of the program. The program has an important European dimension and Spain, Germany and France are the target markets. In terms of business objectives, the aim is to increase the per capita consumption of lemon by a 14,61% in Spain, a 49,43% in Germany and a 51,61 % in France at the end of the program. This increase is based on a positive ROI investment of 6,59, reaching 121M impacts. A global strategy, where digital, advertising, social media and street marketing play an important role aims to involve the target group and situate it ar the center of the communication, causing interaction between the product and the target group. The concept “European lemon Age” where the European production model and the lemon healthy qualities will be described in different actions should be reaching people of 25-45 years with a fresh, active, healthy attitude. The target group should also feel identified with the #lemonattitude. Both the “European lemon age” and the #Lemonattitude are a double reinforcement of the European message and communication for better adaptations to different markets and communication supports.