“A variety that falls in love with”.

-from February 28 to March 27 in the Atocha station, Madrid

Madrid, March 2012.- with the aim of making known that milk and dairy products are irreplaceable food in the diet for their contribution of nutrients essential to health, as well as the breadth of supply and variety of this family of products, has been launched action outdoors in the Atocha station, Madrid, from February 28 to March 27, which will be released to consumers the concept of the Plan nutrition and communication of dairy 2011-2014 ”: A range that falls in love with ”.

this advertising action outdoors in Madrid is not timely and isolated. Within three years of duration of the Plan nutrition and communication of dairy 2011-2014 ” campaign will be present at specified places in different cities of the Spanish territory.

Its location will allow for a significant number of people know the campaign developed and that there is such a variety of dairy products, which is always the best suited to the needs of each. Thanks to its presence in various advertising spaces of the Atocha train station, families, children, adolescents and elderly people, they’ll wonder what milk them falls in love with and which of all of them is essential in their daily diet.

for Almudena López Matallana, responsible of the Plan nutrition and communication of dairy 2011-2014 ”, with the concept A range that falls in love with ” we wanted to highlight the variety of dairy products there, each with their nutritional qualities, with its own peculiarities of consumption and that they adapt to each consumerDepending on your preferences, their habits and their nutritional needs ”.

Plan of nutrition and communication products dairy

The Plan nutrition and communication of dairy 2011-2014 ”, launched by the National Federation of dairy industries (phenyl), is a communication campaign co-financed by the Ministry of agriculture, food and environment and the European Union. The National Federation of dairy industries (phenyl) integrates more than 70 companies in the sector, representing more than 95% of the national production of dairy products.

the main objectives of this campaign are to increase and promote the consumption of milk and dairy products in general for its healthy and nutritional qualities; reinforce the established belief among the public in general that dairy products are good and to communicate the diversity of dairy products available in the market.

A multidisciplinary panel of experts involved in the development of informational materials to the medical community has been created for the development of the Plan. The campaign is also present in medical Congresses in various specializations. For the dissemination of this information was created www.lacteosinsustituibles.es, a web reference and updated with information about the nutritional benefits of milk and dairy products, directed both to doctors and consumers.