• Serviceplan Spain has been the agency selected by AILIMPO to carry out the promotion of lemon and grapefruit in the European market of Spain, France and Germany, in the B2B and B2C markets.

Madrid, March 1, 2023 - Serviceplan Spain has been selected as the agency in charge of carrying out the two lemon and grapefruit promotion programs in two different environments: B2C, for Spain and Germany developing information and promotion programs aimed at increasing the consumption of fresh fruits and vegetables in the domestic market in the context of balanced and healthy eating practices, within the framework AGRIP-SIMPLE-2023-IM-FRESH FRESH FRUITS AND VEGETABLES. And, on the other hand, to cover the B2B market for Spain, Germany and France with the aim of increasing awareness and recognition of the Union's quality system on organic production included in the European program AGRIP-SIMPLE-2023-IM-ORGANIC. Both plans have a financial envelope of 3 million euros for the period 24-26.

“The main objective is to evolve the campaign that is already ending this year “Welcome to the Lemonage” and provide it with a new strategy and creativity within the framework established by the EU” - Ainhoa de las Pozas, CEO of Serviceplan Spain.

The selection criteria focused on the European dimension, the continuity of the European Lemonage campaign, the technical quality and the budget and cost-effectiveness of the proposal provided by Serviceplan.

Serviceplan's proposal includes the strategy, creativity and definition of activations aimed at achieving the different objectives, their execution, planning and media buying through Alma Mediaplus, with whom Serviceplan forms The House of Communication in Spain. It should be noted that its strategy for the B2C market is mainly aimed at the millennial and Zeta targets.

Serviceplan is currently in the preparation phase of these European programs, together with AILIMPO, for their presentation on April 20, 2023 to the EU for evaluation, analysis and hopefully, award of the final funds in October of this year.

The Serviceplan Spain team will contribute its holistic vision of all marketing disciplines, and its experience in the promotion of fresh products with food brands such as Val Venosta or Kanzi. Spain will also coordinate the service for France and Germany with local hubs that will be established with the Serviceplan network in these countries.

“We are very excited about the opportunity that AILIMPO gives us to value the Spanish and European quality product and help to promote healthy habits among young people and encourage the consumption of organic product thus being committed to a more sustainable future”, says Ainhoa de las Pozas, CEO of Serviceplan Spain.

“In AILIMPO we are delighted to have the experience of Serviceplan to face with guarantees the challenges that the lemon and grapefruit sector in Spain demands from us, demonstrating with our work and vision of the future, why we are a world reference in environmental, social and economic sustainability”, says Jesús Román, AILIMPO technician in charge of coordinating the implementation of the European programs.