PROGRAMME ON PROMOTING MILK AND DAIRY PRODUCTS IN THE FRAMEWORK OF GOOD DIETARY PRACTICES DOMESTIC MARKET: SPAIN

The dairy sector is strategic for Spain due to its economic relevance and its contribution to the development and sustainability of rural populations, as well as investment in goods, advertising and R&D, which ensure a European production model.The chain of production and transformation of the dairy sector generates in Spain more than €12.7 million per year and creates 60,000 jobs.INLAC is the trade organisation which encompasses the entire dairy sector in Spain. It presents the Simple Programme to be developed in Spain in 2017 and 2018 with a total budget of €1,513,354.76. This programme is subject to point 1b of Article 3 of the delegate regulation (UE) d2015/1829 the promotion of programmes containing messages of adequate dietary practices.The programme complies with the norms of the EU Regulation 1924/2006 and with the White Paper “A Strategy on Nutrition, Overweight, and Obesity related health issues”. The objective of our campaign is to change consumers and prescribers’ perception of milk and dairy products, based on scientific rationale, giving value to their nutritional benefits and relating them with adequate dietary practices and healthy habits with physical and sports activities.It is a movement in favour of having at least three daily servings of dairy products. Target audience: end consumers, the main household shopper (mainly families with children) medical practitioners and the media. It plans a strategy of specific activities for quality impacts that allow to amplify the information and maximise budget resources.Activities for doctors and patients will be implemented. These will be reinforced with a press office together with public relations based on the “Healthy meetings with milk and dairy products” and the presence in consumer goods’ media via magazines and high impact campaigns in movie theatres. An online strategy will be put into place, with a microsite and INLAC's own media content backed up by a social media campaign.