Rabbit Meat - Europe´s Recipe Continuation

For several years INTERCUN has been developing MULTI "Rabbit Meat" promotion programs. This project proposed by INTERCUN comes at a crucial time for the rabbit meat industry, facing challenges in both demand and production. INTERCUN, an organization committed with the EU, has proven its effectiveness in the execution of previous promotional campaigns, highlighting its importance in sustaining the sector. After the success of previous programs and the recommendation to continue by relevant instances (REA), the implementation of this promotion program is requested, now focused on Spain and Hungary together with the Hungarian Rabbit Council association.

The main objective of the project is to address two key consumer segments: the new millennial generations (25-44 years old in both countries), to strengthen future consumption, and the senior generations (+60 years old, also in Spain and Hungary), to stop the fall in consumption and address the present.

A modern communication that adapts to market trends and the change towards a more gourmet product, keeping recipes and tradition as a central element. The proposed campaign is innovative and diversified, encompassing different media and activities to achieve the objective of revitalizing consumption and motivating the sector (carried out on the basis of effectiveness studies by external evaluation agencies). With a balanced budget and positive return projections, the project is complemented by additional efforts from the sector to achieve a sustainable and lasting impact on the rabbit meat industry.