LIVE FRESH, LIVE HEALTHY, LIVE MEDITERRANEAN!

The Live FHM proposal stems from an in-depth market analysis for each target country of the campaign, which supported the definition of the objectives and the action strategy. Compared to the positioning of Finagricola, the applicant of the proposal, on the target markets, 30% of the turnover is generated by exports and 70% by the national territory. On the Spanish territory, the incidence of exports on the total turnover, compared to the year 2021, is minimal, of only 0.6%, already growing in the year 2022.
The main message of the campaign is divided into 3 fundamental concepts:
Fresh: which intends to stimulate the consumption of fresh fruit and vegetables, aligning with the FBDG recommendations of Spain and Italy, the two target countries, with respect to achieving at least 5 portions of fresh fruit and vegetables consumed on a daily basis.
-Healthy: which is connected to the adoption of a healthy and balanced lifestyle, which combines regular physical activity in combination with a healthy diet and proximity to nature in terms of attention to environmental sustainability and rural development.
-Mediterranean: which places the emphasis on the origin of the products, uniting the two target territories and placing them in the same geographical area to which they belong, thus developing a sense of greater identity recognition in the fresh products promoted by the campaign for both consumer targets.
The strategic objectives pursued will be:
-optimize the level of knowledge of the qualities of EU agricultural products, traceability and benefits deriving from their consumption for consumers reached and influenced by the messages of the campaign to promote and encourage healthy and sustainable food consumption;
2. Achieve, by the end of 2026:
- an overall increase in exports to Spain of the products covered by the campaign of + 600% compared to 2021;
- an increase in sales on the national market of +9% compared to 2021.