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+Brócoli Launches a New Campaign to Promote Broccoli Consumption in Spain and, for the First Time, in Germany
Under the slogan “This is not just a broccoli. This is a healthier Europe. This is Green Power”, the +Brócoli Association has launched its new promotional campaign as part of the European programme “Una Europa más saludable”.
Correct programme URL: https://estoesunaeuropamassaludable.eu/
The +Brócoli Association has officially kicked off a new campaign aimed at encouraging broccoli consumption across Spain and, for the first time, in Germany. This international expansion marks an important milestone for the organisation, which has spent more than a decade promoting healthy lifestyles through this nutritious vegetable.
The “Broccoli Ambassador”, Miguel Ángel Revilla, carried out the symbolic first cut of the season last Saturday at a Sacoje farm in La Hoya (Lorca), one of Spain’s most important broccoli-producing regions. The ceremony marked the official launch of the campaign, which will run throughout November and features chef Rubén Fenollar as its ambassador.
A European Programme for a Healthier Diet
The campaign forms part of the “Una Europa más saludable” programme, co-funded by the European Union and carried out in cooperation with +Brócoli, Alcachofa de España, and AOPn Fraises Framboises de France.
The initiative aims to increase fruit and vegetable consumption among Europeans to the 400 g/day recommended by the World Health Organization. Today, average consumption stands at just 350 g/day.
To achieve this goal, the partners have designed an ambitious communication and promotional plan with large-scale actions in both countries, including:
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Special labelling at points of sale: Over 1 million heads of broccoli in Spain and 1.5 million in Germany will feature exclusive tags with the campaign slogan.
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Presence in major supermarket chains: The campaign will be rolled out in Spar, Lidl, El Corte Inglés, Más y Más and many others across Spain. In Germany, the retailers Edeka and Rewe will also participate.
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Branded Berlin tram: A striking outdoor activation will bring the campaign imagery to the streets of Berlin, reaching thousands of people each day.
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Activities in greengrocers across Spain: Traditional fruit and vegetable shops will receive promotional materials and giveaways, reinforcing direct contact with fresh produce consumers.
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Pop-up “Puesto 92” in Madrid: Enjoyable experience areas in the Chamartín and La Paz markets will offer tastings, workshops, contests, gifts and educational content about broccoli.
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School activities: Educational workshops will promote vegetable consumption from an early age and raise awareness about balanced diets.
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Cinema campaign spot: One of the year’s biggest innovations—an inspiring and visually powerful commercial redefining broccoli as the main character on our plates, not just a side dish—will be shown in more than 600 cinemas across Spain.
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Digital collaborations: Over 30 food, healthy eating and lifestyle influencers will create recipes, videos and giveaways on Instagram, highlighting the versatility and benefits of broccoli.
Comprehensive information about the European programme can be found at:
https://estoesunaeuropamassaludable.eu/
Voices from the Campaign
Antonia Piernas, President of +Brócoli, highlighted the sector’s unified effort:
“This campaign represents the joint commitment of farmers, companies, and professionals who work every day with passion to offer a product of the highest quality. Broccoli is a symbol of the modern, sustainable and healthy agriculture we want for Europe’s future. At +Brócoli, we continue to prove that unity and innovation are the best way forward.”
Chef Rubén Fenollar, the campaign’s culinary ambassador, added:
“This initiative is a great opportunity for people to discover the many ways to cook broccoli and enjoy a tastier, healthier diet.”
Green Power for Europe
With this campaign, +Brócoli reinforces its commitment to health, sustainability, and the promotion of a balanced, plant-forward diet — through a bold, visually impactful initiative like no other.
Because “this is not just a broccoli” — it is green energy, it is health, it is Europe.
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