This past April, the “Irresistible Europe, Countless Combinations” campaign brought the best of European culinary heritage to shoppers across 29 Freshippo (Hema), Jenny Lou’s, and Sirens Drink stores around China. For several weeks, from Beijing to Guangzhou, consumers enjoyed special tastings, eye-catching product displays, and the discovery of authentic European food and beverages right in their neighbourhood stores.
The campaign kicked off on 30 March with a festive ceremony at Beijing’s Freshippo Cuiwei Impression City. This nationwide initiative was celebrated with distinguished guests, including Mr. Wojciech Ptak, Agricultural Counsellor at the EU Delegation to China, and Freshippo representatives. A highlight of the ceremony featured the interactive “Serious Game” focused on Europe’s GI. Through this experience, shoppers learned about the EU’s dedication to quality, safety, authenticity, and sustainability.
All through April, shoppers could taste premium European products such as cheese, wine, fresh fruits or chocolate, many carrying PDO and PGI certifications, and learn about their unique origins. To make the experience even more accessible, Jenny Lou’s also featured the promotion online, allowing customers to purchase European delicacies from the comfort of their homes.
By partnering with leading retailers, the European Union is making it easier than ever for Chinese consumers to bring European flavours into their daily lives.
Looking Ahead
The excitement continues! Stay tuned as another in-store promotion activity is planned for this autumn, offering even more opportunities to discover and enjoy Europe’s finest foods and beverages.
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