Information provision and promotion measures on increasing the consumption of EU fruit and vegetable juices in the Internal Market of EU (Spain and Portugal)

The program aims to highlight the characteristics of fruit and vegetable juices in their sustainable and EU-regulated production methods, and their benefits as a healthy food. Juices are fruits and vegetables, refrigerated or concentrated, a natural food, source of vitamins, mineral salts and hydration. They are ideal in a balanced diet and for a dynamic lifestyle because of their convenience, being a complement for their nutritional qualities, taste and diversity. In Europe, fruit and vegetable consumption is below the minimum of 400gr. recommended by the WHO, both fresh and in juice, so the Program also complements this challenge by increasing knowledge and equipping the citizens of Spain and Portugal with skills to make healthier choices. The final impact will provide a 3.62 ROI on its objective of increasing market share.

Zumos y Gazpachos de España represents 79% of the sector and is linked to primary production, where 20% of fruit and vegetable production is intended for processing into juices and gazpachos, thus contributing to different SDGs.

The program, aimed at consumers, will activate the main target group of people between 25 and 45 years old. Their life cycle is in a process of vital change because they are taking responsibility for their household, in terms of food and nutrition, often neglecting good practices. The message "Fruit juices and gazpachos from Europe, ready to take, ready to care" helps to remind them that they have products such as juices that make it easier for them to take and are key to return to a balanced diet. The mix of actions with website and social media that allow contact with the consumer includes a variety of activities of maximum creative impact with videos and graphics to give reach with digital media, outdoor and point of sale. It is reinforced with activities focused on influential audiences such as B2B buyers, journalists or media that round out the communicative noise at an informative level.

Enjoy it's from Europe!