Simple campaign
Inactive
Acronym:
AFRICA PGC 19
Number:
824688
Call ID:
AGRI-SIMPLE-2018
coordinator:
CENTRE NATIONAL INTERPROFESSIONNELDE L'ECONOMIE LAITIERE
-
France
Information and advertising programm promoting european dairy products in West Africa : Senegal, Cameroun, Ivory Coast, Nigeria 2019-2021
Objective: The Action about European dairy products in the West part of Africa has a twofold objective: increase consumers’ level of awareness (Foodies) to the values of the European dairy products and raise and support the European dairy market share in this area. The Action is defined as European and takes into account the economic, social and environmental sustainability. Besides this it aims to offer a strong added value and wants to secure continued European agricultural land use and agricultural employment.
Target groups: consumers issued from the middle and upper class as well as the professionals gravitating around the sector. These communities evolve in an area which is more or less immature in terms of dairy products consumption, but which has a significant potential. Indeed, the population is growing and not many industrial groups have invested in this region so far. Through diverse communication and promotional activities, this action aims at boosting the competitiveness of the European dairy industry, by supporting its market and consequently the consumption of dairy products compared with local productions and other imported products.
To that end, the Action seeks to primarily reach the journalists, the influencers and the trade actors in the field, then will come the connected gastronome consumers and Foodies.
Action strategy: The activities have been selected to reply to promotional and informative action’s initiatives. They are planned to occupy the professional and media stage and will raise the knowledge about European dairy products and their markets shares. In order to clearly distinguish European products from foreign or local offer, the activities will embody a concept which speaks to local targets : the afro fusion concept. This last consists in giving a European inspiration to products that are typical from the area targeted. Thanks to this Action, we will reach a two percent increase in the market share over the next three years.
Budget : € 1,936,542.28 for 3 years
Objective: The Action about European dairy products in the West part of Africa has a twofold objective: increase consumers’ level of awareness (Foodies) to the values of the European dairy products and raise and support the European dairy market share in this area. The Action is defined as European and takes into account the economic, social and environmental sustainability. Besides this it aims to offer a strong added value and wants to secure continued European agricultural land use and agricultural employment.
Target groups: consumers issued from the middle and upper class as well as the professionals gravitating around the sector. These communities evolve in an area which is more or less immature in terms of dairy products consumption, but which has a significant potential. Indeed, the population is growing and not many industrial groups have invested in this region so far. Through diverse communication and promotional activities, this action aims at boosting the competitiveness of the European dairy industry, by supporting its market and consequently the consumption of dairy products compared with local productions and other imported products.
To that end, the Action seeks to primarily reach the journalists, the influencers and the trade actors in the field, then will come the connected gastronome consumers and Foodies.
Action strategy: The activities have been selected to reply to promotional and informative action’s initiatives. They are planned to occupy the professional and media stage and will raise the knowledge about European dairy products and their markets shares. In order to clearly distinguish European products from foreign or local offer, the activities will embody a concept which speaks to local targets : the afro fusion concept. This last consists in giving a European inspiration to products that are typical from the area targeted. Thanks to this Action, we will reach a two percent increase in the market share over the next three years.
Budget : € 1,936,542.28 for 3 years
Product sectors:
- Cheese
- Dairy products (excl. Cheese)
Target countries:
- Côte d'Ivoire
- Cameroon
- Nigeria
- Senegal
Budget
Total
1 936 542,28
€
EU contribution
1 549 233,82
€
Duration 36
months
Start date
End date