DISCOVER THE SHAPES OF TASTE, MADE IN EU

The program “Discover the shapes of taste, 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 3-years proposal aims to increase the awareness of the merits of Union agricultural products and the high standards applicable to the EU production methods and to increase the competitiveness and consumption of EU dairy products in an important market such as the Chinese one, in line with the provisions of the AWP 2019. The European Commission’s priority for the 2019 is to increase promotional activities in third countries which have a high growth potential, such as China, the country that accounts for a major share of global dairy imports, underlining its importance as a destination for EU exports. The action strategy has been structured to achieve the consumer segments that are already inclined to buy European products (millennials and mainstream consumers who reside mainly in first level cities). It will be essential to provide these consumers with the tools necessary to recognize and use the European products, especially through the social media and with the support of key opinion leaders in whom they trust. In order to effectively achieve the two campaign objectives, Assolatte has identified these consumer segments as the preferred target that will be reached through a targeted digital marketing campaign, as well as through the contextual awareness-raising of the media and influencers (another project target will be reached with press tours, PR activities and press dinner). The pursuit of the objectives will finally engage trade operators with "traditional" activities (such as incoming tours, seminars, workshops) to respond consistently to the need to establish relations with business partners.