PROPER DIET FROM EUROPE- Take care of yourself the way an apple takes care of you

AFRUCAT is an organization of producers that represents 65% of apple production in Spain, and a large percentage of other fruits, such as pears and peaches. Objectives include promoting fruit consumption and defending the viability of farms. Our proposal is an information and promotion program that seeks to increase the consumption of fresh fruit and vegetables, in a context of balanced and appropriate food practices, to curb people becoming overweight or obese in Spain (third among EU countries for cases among the young). We will focus on improving the visibility and promoting the consumption of fruit and vegetables, using the case of the apple: a traditional European fruit, whose characteristics make it one of the healthiest options around. Our market research shows that the big challenge for fruit is the aggressive competition from sugary industrial goods, which are replacing fruit consumption among young consumers. In addition, their lack of knowledge makes them more sensitive to fake news and false beliefs, e.g. that fruits fatten. The current market situation, with increased fruit consumption in the COVID-19 context, is an opportunity for the sector and AFRUCAT wants to pursue this project to help its producers make the most of it, bolstering consumption. The programme will also benefit other apple-producing countries in the EU, as most apples consumed in Spain are from sundry European origins. The campaign communication strategy will be powered by a direct message to connect with the young target audience, to improve the visibility of fruit, and report on balanced and suitable consumption practices. The tag to be used is: "Take care of yourself the way an apple takes care of you". This program will have a Media Plan (Online, TV, press), to generate maximum coverage and affinity. We will also use influencers, which will contribute to creating and disseminating content that increases consumer knowledge, and relationships with distribution channels.