- The non-profit association strengthens its commitment to broccoli and healthy eating in a new campaign that turns us into “fans” of this great vegetable.
- Mireia Ruiz Manresa, a pedagogue and chef from Murcia and participant in Masterchef 3, will be the new godmother of the campaign and will provide tips and recipes for cooking this vegetable.
Due to the success of the previous edition, the +Broccoli Association is preparing a new edition of its “I’m a Fan of You” campaign, a project that aims to disseminate the multiple benefits that this vegetable offers for people of all ages, as well as promote and create a culture of healthy eating around broccoli and the presence of vegetables in our diet.
One of the campaign’s actions will be the special labeling of one million broccoli heads with the campaign logo, a pink flower-shaped label with the slogan “I’m a Fan of You.” This year, it will also include a QR code that will allow us to interact with it and with the various campaign materials through a link to the website. This action, along with the campaign’s slogan, will help create a “fan phenomenon” around broccoli, evident both in retail outlets and on the association’s various social media platforms, with a strong presence on Instagram.
The broccoli heads will be available in over 10,000 points of sale throughout Spain, including El Corte Inglés, Carrefour, Consum, Eroski, Lidl, Luis Piña, Grupo Hnos. Martín, Aldi, Ahorramás, Más y Más, Supersol, Supermercados Gadis, Gm Food, Bonarea, Spar, Hijos de Luís Rodriguez, Hiperber, Trujillo, Maskomo, Ecomora, Mercamurcia, Mercamadrid, Mercabarna, Mercasevilla, or Mercajerez, among others.
Masterchef Mireia Ruiz will be this year’s godmother
The pedagogue and participant in Masterchef 3, Mireia Ruiz Manresa, will be the godmother of this year’s campaign. From her kitchen, Mireia will share her vision of cooking and broccoli through various recipes and resources available on the campaign’s website www.soyfandeti.com. The chef currently has a project called “Cooking Smiles,” where she aims to educate people of all ages about gastronomy and promote a love for cooking. In addition, she works by giving workshops, masterclasses, and cooking shows in educational centers, municipalities, and companies, while also collaborating with various NGOs and associations like +Broccoli.
“Collaborating with +Broccoli, in addition to being an honor, allows me to introduce this superfood to young and old through healthy, simple, creative, fun, and tasty recipes to enjoy cooking with it at home and give it the place it deserves in our daily meals,” says Mireia.
Healthy Cooking for the Whole Family
With “I’m a Fan of You,” the association aims to advocate for healthy eating and superfoods like broccoli, debunking myths and beliefs about the use and taste of broccoli in cooking. The campaign will have both an educational and a playful component. Mireia Ruiz will offer a series of easy and entertaining recipes that will provide a different perspective on the use of broccoli in the kitchen for the whole family. Additionally, the campaign will launch the “Cook with Broccoli” challenge, where any family or individual can create their own broccoli recipe or use one of Mireia’s recipes, share it on Instagram, and challenge someone else. This way, they can win packs of children’s books, broccoli plush toys, and exclusive aprons.
Broccoli Gains Fans Online
The “I’m a Fan of You” campaign, which started last year with a strong focus on digital formats, continues this year to reinforce its presence on the web and social media. In addition to the mentioned cooking challenge, a giveaway will be held on Instagram for 10 packs of broccoli heads and 10 exclusive +Broccoli aprons. Throughout the two weeks of the campaign, various live talks with chefs and nutritionists will take place, providing their unique perspectives and discussing the benefits of broccoli for healthy eating at all ages. These talks will begin on April 19 at 8:00 PM with Mireia Ruiz, the campaign’s godmother.
The campaign’s website www.soyfandeti.com is a platform for true broccoli fans. The website will display all the campaign information, as well as exclusive video recipes created by Mireia Ruiz, serving as inspiration for the cooking challenge. It will also be the key support that brings together all the news and elements of the campaign.
“The goal of +Broccoli’s campaigns is to connect with broccoli consumers and gain new fans for this vegetable so that consumption in Spain continues to grow. We already have a large community on social media, and we see the interest in this vegetable growing exponentially. It is very rewarding to launch campaigns where collaboration and cooperation among our partners become essential, and that’s where the success of our campaigns lies.
We are seeing how the origin and sustainability of products are becoming increasingly important, and from the association, we believe it is important for Spanish consumers to know the companies involved in promoting this vegetable and, thanks to their values, make Spanish broccoli a unique vegetable. We are confident that thanks to these promotional actions, broccoli consumption will continue to grow, and we will succeed in making this highly valued vegetable in Europe gain more followers in Spain,” says Antonia María Piernas, president of +Broccoli.