European multi-country campaign dedicated to EU PDO PGI logos and associated dairy products. A Dutch dairy PGIs and French dairy PDOs programme run under EMF and targeting 3 countries: the Netherlan

The Eurobarometer study N°440 (January 2016) evidenced that EU consumers continue to have very low awareness levels of EU PDO and PGI labels and even less understanding of what these quality indications mean. As a result, these labels cannot fulfil their purpose as strategic markings for consumers to rely on when making their purchasing choices.This programme will be carried out from 2018 to 2019 by CNIEL and NZO/Zuivelstichting for French dairy PDOs and Dutch dairy PGIs respectively and aims to:Increase PDO/PGI logo awareness (from +5 to +8% over 2 years, depending on the country and its current awareness levels),Increase consumers’ understanding of the logos’ meaning (from +10 to +17 points for PDOs, and from +13 to +19 points for PGIs),Boost the consumption of PDO/PGI dairy products (penetration: +7% new targeted consumers over 2 years; frequency: +3% increase in consumption frequency among targeted PDO/PGI consumers over 2 years).Strategy:The goal is to increase awareness and understanding of the EU quality schemes and logos and, consequently to increase sales rates of specific Dutch dairy PGIs and French dairy PDOs. The information campaign on the EU quality schemes will use examples of authentic, traditional, French and Dutch 'terroir' dairy products of excellent quality. The 'pull' – information about the schemes and their symbols – will be rolled out by communication instruments with a large outreach, such as TV (France), online and print media (France, the Netherlands and Germany). The 'push' will be given on-pack and via on-site/near-site store activations (including retailers). The retail activations (print material, tastings and on-pack) and social media campaigns will link raising awareness of the EU quality schemes and logos to the PDO-PGI dairy products themselves (behind the logo!). These activities will be promoted by free publicity (a press event in year 1 in all target countries and continuous press information campaigns) and by a big consumer 'tasting event' in France each year.Budget: €8 669 548 over 2 years.https://dairy-pdo-pgi.eu https://www.fromages-aop.com