Information and promotion campaign for European rabbit meat in France and Germany

Information and promotion campaign for European rabbit meat in France and Germany



Objective:  The objectives of the program are ambitious yet achievable, and are tailored to each country targeted: In France, the program will lead to an increase in rabbit meat consumption by 2% at the end of the program (2021) and will raise penetration rate for rabbit meat products by 4 percentage points (from 21% now to 25% at the end of the campaign) for the 35-49 years old demographics. In Germany, an augmentation of French exportation volume by 25% is targeted for the end of the campaign (2021), to diminish the market share of China in the country

Target group: The campaign will focus on targets precisely determined beforehand: in France, the priority is given to consumers, and more precisely to consumers between 35-49 years old, an age bracket whose potential for growth is important. In Germany, specific actions will impact in priority importers and wholesalers who acts as intermediaries between salers and consumers, as well as meat-lover foodies, who are the most likely to consume rabbit meat products.

Action strategy: To efficiently lead this program, several actions have been decided to impact consumers in both countries: extensive in-store promotions, press relations, social media campaign and partnerships with bloggers in France will ensure optimal reach towards consumer, while actions in Germany will be mainly oriented towards B2B meetings and trade fairs.

Budget: € 2,513,928.40 for 3 years