Simple campaign
Inactive
Acronym:
origenespana.es_2020
Number:
874748
Call ID:
AGRI-SIMPLE-2019
coordinator:
ORIGEN ESPAÑA, ASOCIACIÓN ESPAÑOLA DE DENOMINACIONES DE ORIGEN
-
Spain
Spanish consumers do not know largely the existence and meaning of the EU quality schemes PDO and PGI
MAIN OBJECTIVE: To increase awareness, value and appreciation of quality schemes PDO and PGI between Spanish consumers. This campaign wants to inform consumers about these European schemes. It is also important to show how are produced according to the European production model. They are unique. PDO and PGI schemes are ORIGIN, TRADITIONS, QUALITY and GUARANTEES.
TARGET COUNTRY: Spain
TARGET AUDIENCE: Consumers, mainly those who are responsible for doing the shopping for your household. We will focus more on the medium and medium / high socioeconomic level, and on the age range of 35 to 55 years.
Other target audiences: opinion leaders, mass media...
CONCEPT: "Open your eyes. Enjoy!."
The PDO and PGI schemes give a vision, beyond their organoleptic characteristics, of its ORIGIN, QUALITY, TRADITION AND GUARANTEE.
Message: Now you can "eat with your eyes" without fear of being wrong. With these schemes… you will enjoy!
Reason Why: it means that its quality, oTone and style: surprising, original, current, notorious and differential.
STRATEGY: An informative campaign, three years length, continuous presence with actions. Symmetric strategy during the 3 years.
1.- Presentation of the campaign (2020)
2.- Main idea: the concept and the meaning of the schemes.
4.- Contents: continuing information of DOP and IGP schemes, even with images of products with these schemes, for better identification of consumers.
5.- End of campaign (2022)
PRINCIPAL ACTIVITIES: PR actions, edition of informative videos, website, advertisPR actions, edition of informative videos, website, advertisements and information campaigns on Internetoutside advertisement campaign (in airports and train stations). All the activities will have a continuation for three years. Actions that provide coverage and frequency, emphasising on creating awareness of the PDO and PGI schemes.
TOTAL BUDGET: 982.480,00€
MAIN OBJECTIVE: To increase awareness, value and appreciation of quality schemes PDO and PGI between Spanish consumers. This campaign wants to inform consumers about these European schemes. It is also important to show how are produced according to the European production model. They are unique. PDO and PGI schemes are ORIGIN, TRADITIONS, QUALITY and GUARANTEES.
TARGET COUNTRY: Spain
TARGET AUDIENCE: Consumers, mainly those who are responsible for doing the shopping for your household. We will focus more on the medium and medium / high socioeconomic level, and on the age range of 35 to 55 years.
Other target audiences: opinion leaders, mass media...
CONCEPT: "Open your eyes. Enjoy!."
The PDO and PGI schemes give a vision, beyond their organoleptic characteristics, of its ORIGIN, QUALITY, TRADITION AND GUARANTEE.
Message: Now you can "eat with your eyes" without fear of being wrong. With these schemes… you will enjoy!
Reason Why: it means that its quality, oTone and style: surprising, original, current, notorious and differential.
STRATEGY: An informative campaign, three years length, continuous presence with actions. Symmetric strategy during the 3 years.
1.- Presentation of the campaign (2020)
2.- Main idea: the concept and the meaning of the schemes.
4.- Contents: continuing information of DOP and IGP schemes, even with images of products with these schemes, for better identification of consumers.
5.- End of campaign (2022)
PRINCIPAL ACTIVITIES: PR actions, edition of informative videos, website, advertisPR actions, edition of informative videos, website, advertisements and information campaigns on Internetoutside advertisement campaign (in airports and train stations). All the activities will have a continuation for three years. Actions that provide coverage and frequency, emphasising on creating awareness of the PDO and PGI schemes.
TOTAL BUDGET: 982.480,00€
The links to campaign websites provided on this site are subject to change or removal without notice. We cannot guarantee the availability of these links over time. Their content also represents the views of the author only and is his/her sole responsibility. The European Commission and the European Research Executive Agency (REA) do not accept any responsibility for any use that may be made of the information it contains.
Product sectors:
- Wine, cider and vinegar
- Cheese
- Fruit (fresh or dried)
- Honey and beekeeping products
- Bovine meat (fresh, chilled and frozen)
- Meat preparations
- Sheep and goat meat (fresh, chilled and frozen)
- Olive oil
- Bread, pastry, cakes, confectionery, biscuits and other baker's wares
- Other eligible products
Target country:
- Spain
Budget
Total
982 480
€
EU contribution
687 736
€
Duration 36
months
Start date
End date
Quality schemes
- PDO/PGI/TSG