Simple campaign
Active
Acronym:
ECCECHINA
Number:
101137995
Call ID:
AGRIP-SIMPLE-2023
coordinator:
UNAPROL - CONSORZIO OLIVICOLO ITALIANO SOCIETA' CONSORTILE PER AZIONI
-
Italy
ECCECHINA is a three-year program of 3,671,776.75 euros finalized to strengthen the competitiveness of the agricultural sector of the European Union, in line with the objectives of Art. 2 of Reg. EU n. ECCECHINA is a three-year program of 3,671,776.75 euros finalized to strengthen the competitiveness of the agricultural sector of the European Union, in line with the objectives of Art. 2 of Reg. EU n. 2014/1144 and with the theme “AGRIP-SIMPLE-2023-TC-ASIA”. The expected final impact will specifically concern the following objectives:
1. Increase in knowledge and notoriety (awareness) of European extra virgin olive oil and its characteristics to China.
2. The increase in EU extra virgin olive oil exports to China.
The program is aimed at an audience of consumers between the ages of 20 and 40 and operators in the marketing, distribution and catering. The messages of the Program will be addressed to a consumption target that is already culturally high and socially predisposed to learn information on the health benefits of a diet in which extra virgin olive oil is used.
The approach of the UNAPROL program towards the target points to the use of "internet oriented" communication through tools such as the web, social media and advertising with banner ads in the context of contextual advertising and remarketing systems, two forms widely used today. Furthermore, it will aim at a direct approach towards opinion leaders and makers, communication operators, stakeholders in the distribution sector and the HoReCa sector.
In summary, the Program initiatives concern the following work packages:
- project coordination
- public relations activities and realization of an annual press conference
- creation and management of a dedicated website
- creation of profiles and communication on Chinese social media
- advertising campaigns with banners
- creation of communication materials
- realization of events within hotel schools and restaurants
- promotional actions within points of sale
1. Increase in knowledge and notoriety (awareness) of European extra virgin olive oil and its characteristics to China.
2. The increase in EU extra virgin olive oil exports to China.
The program is aimed at an audience of consumers between the ages of 20 and 40 and operators in the marketing, distribution and catering. The messages of the Program will be addressed to a consumption target that is already culturally high and socially predisposed to learn information on the health benefits of a diet in which extra virgin olive oil is used.
The approach of the UNAPROL program towards the target points to the use of "internet oriented" communication through tools such as the web, social media and advertising with banner ads in the context of contextual advertising and remarketing systems, two forms widely used today. Furthermore, it will aim at a direct approach towards opinion leaders and makers, communication operators, stakeholders in the distribution sector and the HoReCa sector.
In summary, the Program initiatives concern the following work packages:
- project coordination
- public relations activities and realization of an annual press conference
- creation and management of a dedicated website
- creation of profiles and communication on Chinese social media
- advertising campaigns with banners
- creation of communication materials
- realization of events within hotel schools and restaurants
- promotional actions within points of sale
Product sector:
- Olive oil
Target country:
- China
Budget
Total
3 671 777
€
EU contribution
2 918 220,80
€
Duration 36
months
Start date
End date
Quality schemes
- PDO/PGI/TSG