CARNES CON ESTILO

The Ternera Gallega and Ternasco de Aragón PGIs are the most common in beef and suckling lamb production and commercialisation in Spain, and they are joining forces to request aid from the EU to raise the level of knowledge and recognition of the Union's quality regimes, specifically about the PGI quality stamp which is very little known in Europe and Spain. They are both confronted with the added complexity of competing in a market against other meats, which have no differentiating quality stamp and which are available at a lower price. Additionally, their market is in decline as consumption of their categories has fallen dramatically in recent years. The great asset of the two PGI products is their EU certified quality. According to market research, the Spanish consumer is becoming more demanding in matters of food and values superior quality, being inclined to pay more for food whenever greater quality is identified.This has enabled a communications strategy for the campaign to be determined, through a message that is highly visual, simple, approachable, easily understood and, above all, grabs one's attention and conveys the superior quality of PGI products. The message we will use alongside the PGI stamp is: 'Meat with style - either you have it or you don't'. This will convey that it is the PGI stamp which gives you style and is synonymous with high quality. After all, both PGIs have a unique way of protecting the quality of their product, a specific way of rearing, feeding and slaughtering their animals, a sustainable method which supports rural economy. We will make contact with our target through initiatives that ensure coverage and affinity and we will gain visibility through POS initiatives, as the great majority of purchasing decisions are taken at the POS here in Spain. As a result, we will increase competitiveness and consumption of these Union PGI products.http://www.ternascodearagon.es