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

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 South Korea.

Objectives:

The overall goal of this campaign is to promote EU-agricultural food and beverage products in South Korea. The EU wants to raise awareness on the key merits of EU agricultural produce – safety, quality, authenticity, sustainability. It aims to show local audiences how to best enjoy these products and why they should purchase them, in order to reinforce the EU presence in the South Korean market. The campaign target audiences: consumers, business, and specialised media and influencers.

Strategy and activities:

To increase awareness and knowledge of the excellence of EU agricultural products in South Korea. It targets business-to-business professionals, media, influencers and consumers in major cities. This campaign will boost visibility, reinforcing specific key merits to increase demand and market share of EU agricultural products.

The campaign features social media partnerships, participation in major trade fairs, trade seminars and workshops, cooking classes, department stores and supermarket promotions.