Our XVII campaign, #SoyFanDeTi, concludes with absolute success. The campaign, which began on November 21st, had the honorary sponsorship of Antena 3 weather presenter, Roberto Brasero. With the aim of promoting and encouraging broccoli consumption, we launched various actions in collaboration with the BIA3 Consultores agency.
One notable action was the “cook your omelette with broccoli” challenge, featuring an honorary jury including 2 Michelin-starred chef Pablo González, Director of the Tourism Qualification Center Mónica Meroño, and the president of the association, Antonia Piernas. The challenge led to social media being filled with photos of broccoli omelettes, and numerous families joined the Soy Fan De Ti movement.
Additionally, on social media, we created the “SoyFanDeTi” phenomenon, where numerous production companies and associates joined the movement, coloring the platforms fuchsia. Different personalities and influencers also joined, including medalist Ona Carbonell, nutritionist Beatriz Ruiz through a live session on her profile, and child nutritionist Rebeca Pastor.
The campaign also reached national supermarkets. We included our Soy Fan De Ti label on a million broccoli heads. It featured a QR code linking to our website and the various actions we carried out throughout the campaign.
Moreover, Soy Fan De Ti reached the youngest audience, specifically at the Nice Day nursery school in Murcia. Through a workshop, children aged 6 months to 3 years enjoyed a day in which they not only played and painted Brocolín, our mascot, but also consumed this vegetable.