THE CHARMING TASTE OF EUROPE

‘The Charming Taste of Europe’ project aims to improve the awareness of the merits of the union's agri-food products and increase their competitiveness and consumption, by promoting the wines from Abruzzo (Italy), sweet Bordeaux wines (France) and kiwi and cherries (Greece), within the countries chosen targets: USA and Canada. The project is presented by the consortium for the protection of Abruzzo wines, by the union of agricultural cooperatives of Kavala, by the agricultural cooperative of Rachi Pieria "agios loukas" and by the union of sweet wines of Bordeaux (France), with the aim of promoting the added value of this basket of European products, in terms of authenticity, safety, traceability, and labelling, strengthening its recognition in two main markets for the union's agri-food exports.

Both objectives were chosen considering the particular characteristics of the two markets, that are mature but far from be saturated and can now be considered ready to welcome the products covered by the campaign, both for cultural and social reasons and for institutional and commercial contingencies. The united states is the second largest market in the world for the import of agri-food products. Canada is a solid EU trading partner and following the signing of CETA a 22% growth in bilateral trade is expected.

The design strategy was defined in light of the common characteristics of these two markets, diversifying and then targeting actions on specific targets (trade, press and consumer). The project is divided into common activities (website, social network, promotional material, press activities, pr, instore promotion, restaurant week, etc.) And strategic actions targeted also for the market, which will give personality to the campaign. The proposed action has been designed as an elegant and alternative suggestion for consumers that are in search for quality and pleasure through slightly different approaches. The total amount of the campaign is €7 529 419.60.