THE SHAPES OF MILK, DISCOVER THE QUALITY MADE IN EU

The program “The shapes of milk, discover the quality made in EU” is presented by Assolatte - Associazione Italiana Lattiero Casearia, which is the national body responsible for Italian industries operating in the dairy sector. The 2-years proposal aims to increase the awareness of the merits of Union agricultural products and the high standards applicable to the EU production methods in Italy and in Belgium and to increase the competitiveness and consumption of EU drinking milk. Despite the fact that the internal market remains the main outlet for EU milk production and that milk remains a staple in both Italian and Belgian shopping baskets, this campaign is all the more necessary in view of the constant decline in milk consumption, due to the change in dietary choices. In line with the provisions of the AWP 2019, the objective is to highlight EU drinking milk, particulary in terms of quality and nutritional aspects, to the European consumers. The action strategy has been structured to achieve the target groups identified: millenials/gen.X (through digital activities and sensorial and innovative exhibitions, will leverage on the needs and preconceptions of the consumers, to make them rethink the product, to rediscover its essence through an exhibition/event with a strong emotional value and videomapping),  media/blogger/influencer (through PR, training courses, journalist award, press conference, vernissage, gala events, collaboration with bloggers, press tour) and nutrition professionals (through one-to-one relationships, specific information seminar, training course and award).