RABBIT MEAT IN THE INTERNAL MARKET 2020 CALL FOR PROPOSAL

For three years (2018-2020) INTERCUN and ASPOC have been developing the multi promotion program "carnedeconejo" (ID 779465). The "Rabbit Meat, The Recipe of Europe" campaign has been a successful campaign presented as an example in CHAFEA, with 100% of the execution and funding achieved. With a success in the management, coordination and co-financing in which a successful EU consortium has been formed. All this has led us to request continuity with a second multi-promotion program, which repeats the success model of the previous one. An evolution in communication based on the learnings obtained and after a process of innovation of the sector and the emergence of new formats of consumption. After an agency contest and the verification of the best value for money, it has also been decided to continue with the same Implementing Body for the successes in terms of the results we have obtained. Following CHAFEA's instructions all this leads us to work on a long-term strategy and continue to influence Spanish and Portuguese on a target final consumer men and women between 25 and 54 years old, with and without children quantified by more than 25 M. As for the message, we will continue to work to make known the characteristics of the European product as the main player incorporating all the innovation that the sector is bringing to the product, the process and the European production model, through the new formats. A campaign with innovative actions betting on a mix of media rich in all kinds of activities, in PR, advertising, POS... reinforcing each other and around the overall strategy of the programme by achieving the objective of increasing the notoriety of rabbit meat by 5% in order to increase the frequency of consumption of and the market share of European rabbit meat relative to the meat universe from 3% to 5%. That means increasing consumption by more than 30 million tons. The program has a balanced and consistent budget that allows to yield a positive ROI of 6.74.