GOOD MORNING WITH BREAD, EUROPE!
Objective: “Good morning with bread, Europe” is a simple program to disseminate the message about adequate dietary practices based on Reg.EU 1924/2006 in line with the "White Paper of the European Commission on the strategy of nutrition, overweight and obesity" with a proposal for a campaign for 36 months. The consumption of bread in Spain is falling by an average 2.5% per year. Especially marked is the drop in young households with children. The program has two objectives: change perceptions and stop the fall in sales, so we are going to act on consumption to reverse the trend. We want to generate bread consumption habits within a balanced diet and framed in an active and healthy lifestyle.
Target group: The proposal focuses on the Spanish market, which presents a critical situation, being the country with the greatest decrease in bread spending per capita in the analyzed period 2011-2016. The main target: children from 6 to 12 years old, as the awareness on this target becomes key for future consumers.
Action strategy: The mix of activities presented is based on an important training roadshow that will generate direct contacts and quality impacts in more than 65,000 students, the roadshow will cover more than 15,000km and will be present in 54 cities. In addition, will have a great diffusion thanks to the selection of a media support with great affinity, the leading channel of children's television. We will have the presence of our messages through the presenters, reinforced with an online campaign. To increase media coverage we’ll activate a permanent public relations office and we’ll have the advice of a nutritionist expert, who will endorse the communication and attend to the media. To give it an important European dimension, we have created a European global concept: "Good morning with bread! Your day will be better with bread from Europe”, a positive invitation to introduce the consumption of bread in the daily diet. We will reach a total of 119,895,500 impacts.
Budget: € 1,031,902.07 for 3 years