Simple campaign
Active
Acronym:
CH_AWAKEIBERICOSENSE
Number:
101138889
Call ID:
AGRIP-SIMPLE-2023
coordinator:
Asociación Interprofesional del Cerdo Ibérico (ASICI)
-
Spain
ASICI wants to continue the work carried out in China for 3 years, as part of a continuity project. European Iberian ham is one of the most sustainable and environmentally friendly food products, produced by a native European breed in a unique ecosystem in the world, the Dehesa, which has become a model of green and circular economy. It generates life in environments at risk of depopulation and contributes to reducing the carbon footprint as a source of CO2 absorption.
As a flagship product linked to gastronomy, culture and traditions, it is highly valued among chefs and consumers. All these attributes are recognized in China, where Europe has positioned itself as its largest supplier.
Back in 2018, the ASF was presented as a huge opportunity for the promotion of European pork in Asia, and thanks to this and the growing interest in European products, we are in a strategic moment to continue the promotion of Iberian Ham in China. In fact, Europe have shown the capacity of its pig market in the past years, in concrete Spanish one, to meet the Chinese demand and face these types of situations.
Therefore, the focus of this program will be based on the sustainability of the Iberian pig sector and its flagship product: Iberian ham. This original campaign will be complemented with a new project in the Asian market, Japan, which is synergistic with China. The message is "Discover the passion of Europe, awaken the Iberian sense" through innovative experiences and disruptive and differential activities perfectly synergized to act on two targets, B2B and B2C, as well as the media.
As for B2B, it will seek to reach importers, distributors, chefs, and sector professionals. It aims to reach 100.608.195 impacts. All this with a cost-effectiveness of 37 impacts for every euro invested and yielding an ROI of 4,29%. The final goal is to increase European exports and increase awareness of the product attributes linked to sustainability and recognition of European origin.
As a flagship product linked to gastronomy, culture and traditions, it is highly valued among chefs and consumers. All these attributes are recognized in China, where Europe has positioned itself as its largest supplier.
Back in 2018, the ASF was presented as a huge opportunity for the promotion of European pork in Asia, and thanks to this and the growing interest in European products, we are in a strategic moment to continue the promotion of Iberian Ham in China. In fact, Europe have shown the capacity of its pig market in the past years, in concrete Spanish one, to meet the Chinese demand and face these types of situations.
Therefore, the focus of this program will be based on the sustainability of the Iberian pig sector and its flagship product: Iberian ham. This original campaign will be complemented with a new project in the Asian market, Japan, which is synergistic with China. The message is "Discover the passion of Europe, awaken the Iberian sense" through innovative experiences and disruptive and differential activities perfectly synergized to act on two targets, B2B and B2C, as well as the media.
As for B2B, it will seek to reach importers, distributors, chefs, and sector professionals. It aims to reach 100.608.195 impacts. All this with a cost-effectiveness of 37 impacts for every euro invested and yielding an ROI of 4,29%. The final goal is to increase European exports and increase awareness of the product attributes linked to sustainability and recognition of European origin.
Product sector:
- Meat preparations
Target country:
- China
Budget
Total
3 030 738,68
€
EU contribution
2 424 590,94
€
Duration 36
months
Start date
End date