Simple campaign
Inactive
Acronym:
CHEESE JPKRCNT 20
Number:
874492
Call ID:
AGRI-SIMPLE-2019
coordinator:
CENTRE NATIONAL INTERPROFESSIONNELDE L'ECONOMIE LAITIERE
-
France
Through the diverse communication and promotional activities, this action about European cheeses in Asia aims at increasing the competitiveness of the European dairy industry. This goal will be reached by supporting the markets and the consumption of cheeses compared with local productions and other imported cheeses. This action has a twofold objective:
Increase consumers’ level of awareness (foodies) to the values of the European cheese.
Raise and support the European cheese’s market share in this area which benefits from a strong growth potential.
To that end, the Action seeks to primarily reach the connected consumers and foodies. Afterwards the goal is to involve the journalists and the influencers as well as the trade actors of the field. The action is defined as European and takes into account the economic, social and environmental sustainability. Besides, the programme aims at offering a strong added value and wants to secure continued European agricultural land use and agricultural employment. The approach followed in each activity is based upon a tasting experience, with a pedagogical and informative scope through which the public can get used to our messages.
In order to clearly distinguish European products from foreign or local offer, the activities will embody a concept which speaks to the profound desire of local targets: consume European cheese anywhere and at any time of the day. What’s more, if a clear difference between imported cheeses from Europe and those from other countries should be established, the aim is to take advantage of the unique character of European cheeses. This constitutes a distinctive element that will trigger a reaction as well as an emotional desire among the target audiences. Due to the programme, it will be possible to reach a two percent increase in the market share over the next three years, which should lead to a rise in the consumption of cheeses coming from the European Union.
Increase consumers’ level of awareness (foodies) to the values of the European cheese.
Raise and support the European cheese’s market share in this area which benefits from a strong growth potential.
To that end, the Action seeks to primarily reach the connected consumers and foodies. Afterwards the goal is to involve the journalists and the influencers as well as the trade actors of the field. The action is defined as European and takes into account the economic, social and environmental sustainability. Besides, the programme aims at offering a strong added value and wants to secure continued European agricultural land use and agricultural employment. The approach followed in each activity is based upon a tasting experience, with a pedagogical and informative scope through which the public can get used to our messages.
In order to clearly distinguish European products from foreign or local offer, the activities will embody a concept which speaks to the profound desire of local targets: consume European cheese anywhere and at any time of the day. What’s more, if a clear difference between imported cheeses from Europe and those from other countries should be established, the aim is to take advantage of the unique character of European cheeses. This constitutes a distinctive element that will trigger a reaction as well as an emotional desire among the target audiences. Due to the programme, it will be possible to reach a two percent increase in the market share over the next three years, which should lead to a rise in the consumption of cheeses coming from the European Union.
Product sector:
- Cheese
Target countries:
- China
- Japan
- South Korea
- Taiwan
Budget
Total
4 181 465,79
€
EU contribution
3 345 172,63
€
Duration 36
months
Start date
End date