‘Colours by Europe. Tastes of Excellence’ – EU promotion campaign in Indonesia

Food not only needs to be nutritious, but must also look appealing, colourful and vibrant. This EU campaign aims to promote the excellence and great variety of EU-agricultural produce in Indonesia.

Objectives:

The overall goal of this campaign was to promote EU-agricultural produce and beverages products in Indonesia. The EU wanted to raise awareness of the key merits of EU agricultural produces – safety, quality, authenticity, sustainability –, to educate the audiences on how to best enjoy them, and to encourage purchase, in order to reinforce the EU agricultural produce in these markets. It targeted the following audiences: consumers, business, and specialised media and influencers.

Strategy and activities:

The campaign wanted to bring a piece of Europe to audience’s tables, via social media and online activities as well various in-person experiences. The campaign invited the various audiences to introduce EU agricultural produce in their daily lives and to travel to Europe though food.

The campaign featured activities, such as: retail and e-commerce promotions, partnership events, media relations, and tastings events. The activities were organised in partnership with local businesses, specialised media and social media influencers. Additionally, the campaign had a strong digital focus with dedicated website and social media channels, featuring informative content and animated videos.