TARGET GROUP

• Direct – women aged 30 to 50, urban residents, including mothers
• Indirect – national and local media, women, health and parenting, culinary bloggers

INITIAL SITUATION

According to a survey conducted by the research company Inquiry on a group of 1000 Poles, Poles rarely eat the groats: only 1% of them eat groats every day or nearly every day and 9% eat them several times a week. The most commonly selected groat is buckwheat (73% of the respondents), usually served with loose and combining with meat. Meanwhile, cereal products are an important part of the nutritional pyramid and should cover at least 50-60% of the energy supplied during the day. The main purpose of the campaign was to encourage consumers to include groats on their daily diets and to popularize the consumption of different types of groats among children, adolescents and adults by providing information on the culinary and nutritional value of this product.