In addition to Spain, the campaign will make its debut in Germany this year
Spain’s +Broccoli Association has kicked off its new promotional campaign aimed at encouraging broccoli consumption in the country. For the first time, the campaign will be extended to Germany, marking a “historic leap” for the organisation, which has been promoting the vegetable for over a decade.
On Saturday, broccoli ambassador Miguel Ángel Revilla harvested the first broccoli of the season at a farm belonging to Sacoje, a partner of +Broccoli, Lorca, Murcia, one of Spain’s main broccoli-producing regions. The ceremony marked the official start of the campaign, which will run throughout November and will feature chef Rubén Fenollar as its ambassador.
The +Broccoli campaign forms part of the “A Healthier Europe” project, co-financed by the European Union, whose other members are the Spanish Artichoke Association and France’s Fraises Framboises Association (AOPn Fraises Framboises de France).
As part of the campaign, more than 1mn heads of broccoli in Spain and 1.5mn in Germany will carry an exclusive label with the slogan “This is not just broccoli.”
The campaign will also feature point-of-sale material in chains such as Spar, Lidl, El Corte Inglés, Más y Más, amongst others in Spain and Edeka and Rewe in Germany.
Consumers throughout Spain will also find promotional gifts and informational materials at traditional points of sale, reinforcing the direct connection with fresh produce. A pop-up Stall 92 in Madrid’s markets: the Chamartín and La Paz markets will host an experiential space with information about broccoli, contests, giveaways, product tastings, and cooking workshops, inviting visitors to discover new ways to enjoy it.
Outdoor activities include a Berlin tram wrap, bringing the message of healthier eating to thousands of people every day.
The campaign also features educational and interactive activities to encourage vegetable consumption amongst school children from an early age, raising awareness about the benefits of a balanced diet.
One of this year’s major new features will be an advert championing broccoli as the star of meals, rather than just a side dish, which will be shown in more than 600 cinemas across Spain.
Online, digital collaborations with more than 30 influencers from the food, health, and lifestyle worlds will create recipes, videos, and giveaways on Instagram, creatively showcasing the versatility and benefits of broccoli.
The president of +Broccoli, Antonia Piernas, said the campaign represents “the joint effort of farmers, companies, and professionals who work passionately every day to offer a top-quality product”.
“Broccoli is a symbol of the modern, sustainable, and healthy agriculture we want for the future of Europe. At +Broccoli, we continue to demonstrate that unity and innovation are the best way forward,” he said.
Chef Rubén Fenollar, the campaign’s ambassador, described it as “a great opportunity for people to discover the many ways to cook broccoli and enjoy a tastier and healthier diet”.
