European Promotional Campaign of Sheep and Goat meat in Spain and Hungary (2018-2020)

Sustainability of sheep and goat farming in the European Union is crucial in achieving the sustainable development objectives integrating its three-dimensions and is a model example of what the FAO defines as "intelligent agriculture for the climate".ActionsSpain demonstrates a renewed potential for growth of domestic consumption after 15 years of decrease in the consumption of sheep/goat meat. After two years of communication campaigns the negative tendency of consumption is finally beginning to demonstrate a positive trend.Hungary also exhibits a great growth potential, since it is one of the few countries in the EU that has been experiencing growth in sheep meat production, which is an exception to the rule compared to the global performance of EU sheep meat producers.Specific objectives of the campaignCommunication: to associate lamb and goat meat with all the benefits of its sustainable production, and to emphasize the meat's superior flavour due to its natural origin, targeting consumers in Spain and Hungary.Distribution: to increase the presence of new cuts in the distribution and HORECA sectors in Spain and Hungary via traditional channels and increasing the presence of new cuts through the HORECA channel.Business: as a result of reaching the objectives of communication and distribution, it is expected to achieve an increase in consumption of 0.2% per year.Message: "Choose lamb and goat of European origin and enjoy a sustainable and natural meat". We also design a series of "recipes" that combine the culinary use with the sustainable aspect.Target audienceProfessional: sector, distributors, wholesalers, purchasing managers, traditional store, large-scale distribution and HORECA sector.End consumer: Core target: domestic consumer aged 25-45.Secondary target: domestic consumer aged over 45 years, media, consumer motivators and influencers.Campaign duration: 3 years, 2018-2020.Budget: €6 825 000http://www.canalcordero.com