European Rabbit Meat from animal friendly production

This is a B2C campaign on the Belgian and Dutch Market aiming to stop the decreasing trend in consumption of rabbit meat. It aims to improve the image of European rabbit meat by focusing on its nutritional advantages and variety in preparations.Moreover, the European rabbit meat sector, in particular the Belgian rabbit meat sector (followed by the Netherlands) is pioneering with regard to animal welfare as they have introduced the 'park rabbits'. This production system, legally regulated since 2014, has been developed in close collaboration with animal right movements. This campaign aims to inform European consumers on the advantages of this animal-friendly production system resulting in the improvement of the image of the product. This approach fits within a context in which the European consumer has become more inclined toward sustainable and animal-friendly production of food.http://www.vlam.be