Think Milk, Taste Europe, Be Smart

"Think Milk, Taste Europe, Be smart!" is a project aimed at the target markets of Italy and Germany and promotes the European dairy sector. This campaign will be the continuation of the current project, promoted by Confcooperative, which will end on 31 March 2024. The project aims to promote the dairy sector through information and promotion activities on collected cow's milk, of which the proposing organization is representative, as a basic raw material for the preparation of dairy products such as yogurt, drinking milk, butter and cheese. The expected final effect of this Program is to increase awareness of the merits of EU dairy products and increase consumer confidence in them, as well as to increase sales in Italy and Germany. The consumer targeted in both countries is a Millennial (27-42 years old), the age group that in both Italy and Germany is the most interesting in terms of awareness, also in the long term. Given the need to support consumption, in decline in both markets, and to counter the growth of vegetable beverages, the proposal also integrated activities aimed directly at the trade. Journalists and Influencers will be the prevailing target of some project activities (providing them with reading keys, experience and specific training) and above all qualified intermediaries through which to reach consumers, building a new and social oriented communication around the 'milk world'. The total budget of the project is 2,729,686€.