„Born in the EU“ – marketing support of modern European agriculture and agricultural and food products from the Union (their quality, taste, traditions and diversity) in the Czech Republic and Slovaki

The project is primarily focused on highlighting of specific features of agricultural (and) food products from the Union – especially their quality and taste as well as traditions and diversity of their production. Through this highliting we want to significantly increase the purchase and consumption of European agricultural products in the Czech and Slovak Republic, i.e. both national agricultural products as well as agricultural products imported from other EU member countries.
The primary objective of the project is to support increase of purchase and consumption of the agricultural and food products from the Union in the target markets (against the current state at least +5 %, i.e. in economic value of more than 900 million €, from which organic growth +1,5 % and project-induced
increase of +3,5 %). The secondary objective is to raise the level of awareness about the quality, taste, traditions and diversity of agricultural and food products from the Union in the defined target groups from Czech and Slovak consumers (at the level of at least by +45 % compared to baseline).
These objectives will be achieved through an optimal combination of effective channels of marketing mix, including strong PR, selected ATL activities (in both traditional and new media - especially TV, print and online incl. social networks) and special BTL activities (contact events and information and educational trips), communicating key messages to target groups in the Czech Republic and Slovak Republic - youth before choosing further education / employment up to 18 y.o. and families / women with or without children 30-49 years (“the Purposeful” & “the Clever” as defined in the project).
The total budget of the project is planned in the amount of 1,06 million € for a period of 36 months.