Until April 24, Interovic will broadcast its latest campaign ‘Menos Postureo, Más Pastoreo’, with which they want to promote lamb consumption among young people.
The campaign consists of three pieces recorded in humor and starring eight real shepherds and shepherdesses. They were selected from among the more than 12 candidates who sent their presentation videos last January emulating a thank you speech after winning an Oscar for their work and they come from various parts of Spain:
- Vanesa del Prado, from Gordaliza del Pino, in León, at the age of 43, manages a flock of 450 sheep.
- Jacinto Guerra, from Belalcázar, in Córdoba, has no more and no less than 950 Merino sheep.
- César García, from Zarzuela, in the Sierra de Cuenca, manages a herd of 700 La Mancha sheep and 200 goats.
- Zahara Franco, takes care of a flock of Manchega and purebred Texel sheep in Membrillera and Carrascosa de Henares, in Guadalajara.
- Moisés Gil, from Siete Aguas (Valencia), is mainly dedicated to goats, with 200 goats and 50 sheep
- Francisco Manuel Rubio, captains a small flock with about 100 sheep of the guirra or Levantine red breed (because of its characteristic saffron color) in the Vinalopó region, south of Alicante.
- Juan Luis Hidalgo, from El Toboso, in Toledo, with 700 La Mancha sheep.
- Daniel Mora, originally from Alcalá de Guadaira (Seville), looks after, from June to October, in the mountains of Palencia, the herds of Merino and Fleischschaf sheep that transhumance, escaping the heat of Badajoz and the Valle de los Pedroches (Córdoba).
Campaign objective
In all the videos, the language of social networks and that of the countryside are intermingled, using concepts such as the number of followers of the shepherds in allusion to the sheep, in order to reach the public between 25 and 35 years of age, since, according to INTEROVIC, it is the one that consumes less lamb meat today.
The objective is to make young people aware that lamb meat is not only a delicious option (it is one of the meats with the least fat and is very rich in nutrients), but also a way to contribute to the conservation of the environment and the environment. rural.
With the hashtag #MenosPostureoMasPastoreo, the campaign can be seen on different social networks from March 24 to April 24, coinciding with Easter, the second time of the year when the most lamb is consumed after Christmas.
This is an initiative that is part of the global campaign ‘Tasty and Sustainable. Choose European origin’ with which INTEROVIC seeks to publicize, value and bring lamb and kid meat closer to the public.
