INFORMATION AND ADVERTISING PROGRAMME PROMOTING EUROPEAN BUTTER TO THIRD COUNTRIES CHINA - HONG KONG - TAIWAN 2018-2020

Through the diverse communication and promotional activities, the Butter Action aims at boosting the European dairy sector’s competitiveness in China, Hong Kong and Taiwan, by supporting the internal market, i.e. the consumption of butter which is an agricultural output of the European Union, as against other imported butters (New Zealand) and other fats, particularly vegetable-based.The Butter Action has the following objectives: 1. Inform, educate, and generate/raise awareness of the value of European Butter among the target consumers (foodies and chefs); 2. Improve their level of knowledge about the advantages of this product; 3. As a result to ultimately increase butter’s market share on a high growth potential area. The Action seeks to principally address gastronome consumers or foodies who are connected; chefs will be both targets and prescribers; furthermore journalists, bloggers, key influencers and of course trade actors of the field. The activities have been selected to respond to the information and promotional requirements with a view to increase awareness, knowledge and the market share of European butters as laid down in objectives 1, 2 and 3. The approach for each activity is based on the taste experience with an informative and pedagogic tone, so as to occupy the professional and media stage. In order to clearly differentiate European products against the foreign offer, the activities will embody a concept which speaks to the profound desire of foodies:  Gastronomy. Besides, in order to establish a clear difference between imported butters from Europe and those from other countries, we must draw attention to the unique character of these European products. This constitutes a distinctive element which will trigger a reaction as well as an emotional desire among our target audiences. The aim of the Butter Action is to reach a two per cent increase in the market share over the next three years.Budget:  EUR 1 871 430.32 for the next 3 years.