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INTERCUN seeks to consolidate rabbit meat in the mind of consumers with a thriving third year of campaign

The Inter-Branch Organisation to promote the rabbit meat industry, Intercun , launched the third year of the European Programme for the Promotion of Rabbit Meat with the aim of strengthening, consolidating and developing the positioning of this product in the Spanish and Portuguese market.

01 Jul 2020

During the months of May and June , rabbit meat is entering consumers’ homes through an ambitious advertising campaign that is focusing its attention on some of the main national television networks. In this medium, some intense advertising activity is being carried out, with the aim of rejuvenating the product image and reinforcing its value as an irreplaceable and healthy type of food. This is a direct and attractive way to bring the benefits of this tasty white meat closer to users.
Rabbit meat is also present in well-known television programmes such as Cocina Abierta by Karlos Arguiñano and First Dates, where three specialists - Javier Muñoz Calero (cook), Álvaro de la Lama (presenter) and Bruno Castellote (nutritionist) - make special appearances in which they address issues regarding this food item from different areas. This series of actions is being complemented with digital versions on popular food sites such as Hogarmanía or El Comidista and a campaign aimed at the younger target audience on Google and YouTube.
In addition, the third year of the campaign has involved actions in municipal markets with tastings and distribution of recipes, where the consumer can enjoy rabbit meat in a direct and experiential way; training workshops in hospitality schools in which students will be able to appreciate the versatility and new formats of a meat in constant renewal in a unique way and appearances in printed magazines where recipes will be shared with readers.
“If you have 10 minutes, you have hundreds of ways to enjoy it”
Intercun reminds people that rabbit meat is perfectly suited to use as a quick and tasty grilled dish, a barbecue day or a lunch bag for the office. Not to mention how easy it is to prepare and its wonderful flavour. In addition, it is one of the healthiest meats available and offers a range of culinary possibilities through new formats such as halves, tender cuts or hamburgers and preparations for the wok, the grill or to serve as a salad.
As emphasised by the manager of the Inter-Branch Organisation of the rabbit meat industry, Mari Luz de Santos, Spain is the leader in Europe in the production of this healthy type of meat, which has a nutritional profile that fits perfectly with consumer groups such as athletes and those who are concerned with eating low-fat, low-calorie and low-cholesterol foods and, in short, an ideal option for the proper functioning of the cardiovascular system and body weight control, as part of the Mediterranean Diet.
Apart from the campaign, the Inter-Branch Organisation of the rabbit meat industry would also like to thank all the people who are part of the food supply chain of this livestock sector, for their effort and dedication in these trying times. Thanks to them, rabbit meat has been able to reach the consumer with complete normality.
About Intercun
The Inter-Branch Organisation to promote the rabbit meat industry, Intercun, was recognised by the Ministry of Agriculture, Fisheries and Food on 27 October 2000 through the Order of 28 September 2000, which recognises INTERCUN as an Inter-Branch Agri-Food Organisation, in accordance with the provisions of Law 38/1994, of 30 December, regulating Inter-Branch Agri-Food Organisations.
Intercun represents 87% of the rabbit meat producers in Spain and 70% of the processing-marketing companies.