Multi campaign
Inactive
Acronym:
EU_Lamb_Sustainable
Number:
101015679
Call ID:
AGRI-MULTI-2020
coordinator:
ORGANIZACION INTERPROFESIONAL AGROALIMENTARIA DEL OVINO Y CAPRINO DE CARNE
-
Spain
partner:
JUH ES KECSKE TERMEKTANACS
-
Hungary
Following the campaigns co-financed by the EU, INTEROVIC and SPB (JKTTSZSZ) have positioned European lamb and goat meat as the most natural and sustainable, and the new formats and cuts are now available at butcher shops and on supermarket shelves. However, in order to stop the drop in consumption (lamb consumption has dropped in Europe over the past 20 years, by 58), it is essential to continue working in order to obtain a greater market presence in the distribution and HORECA channels and improve consumer perception of this European product.
Competition from third countries is increasing, and to this we must add the exit of the United Kingdom from the EU. The UK was the largest EU producer until 2020, with more than 34% of European production. Trends show that consumers are eating less meat, but of higher quality, like European sheep and goat meat produced using extensive farming methods in some of the most economically depressed areas of the EU.
The 2021-23 programme objectives are: improve consumer product perception among our niche groups by 5% in Spain and Hungary, improve its visibility by 10% in the HORECA channel for both countries, and increasing consumption by 4% in Spain, and 1.5% in Hungary. We will achieve this with our message: Lamb and goat meat: “Enjoy natural and sustainable meat. Choose European Origin”, highlighting the European origin of the product as a guarantee of quality and sustainability, the main competitive advantages of European lamb and goat meat.
We propose an action plan that will allow us to implement and innovate the product in the retail sector, transferring this success to the HORECA channel, which will stimulate consumption and create consumer trends. The marketing mix for Spain and Hungary will include qualitative actions for B2B actors, such as training sessions, events and fairs, and quantitative actions for B2C, such as press office, media plan and influencers. The total budget for the campaign will be €6,975,000.
Competition from third countries is increasing, and to this we must add the exit of the United Kingdom from the EU. The UK was the largest EU producer until 2020, with more than 34% of European production. Trends show that consumers are eating less meat, but of higher quality, like European sheep and goat meat produced using extensive farming methods in some of the most economically depressed areas of the EU.
The 2021-23 programme objectives are: improve consumer product perception among our niche groups by 5% in Spain and Hungary, improve its visibility by 10% in the HORECA channel for both countries, and increasing consumption by 4% in Spain, and 1.5% in Hungary. We will achieve this with our message: Lamb and goat meat: “Enjoy natural and sustainable meat. Choose European Origin”, highlighting the European origin of the product as a guarantee of quality and sustainability, the main competitive advantages of European lamb and goat meat.
We propose an action plan that will allow us to implement and innovate the product in the retail sector, transferring this success to the HORECA channel, which will stimulate consumption and create consumer trends. The marketing mix for Spain and Hungary will include qualitative actions for B2B actors, such as training sessions, events and fairs, and quantitative actions for B2C, such as press office, media plan and influencers. The total budget for the campaign will be €6,975,000.
Product sector:
- Sheep and goat meat (fresh, chilled and frozen)
Target countries:
- Spain
- Hungary
Budget
Total
6 975 000
€
EU contribution
5 580 000
€
Duration 36
months
Start date
End date