Simple campaign
Inactive
Acronym:
ECG
Number:
824727
Call ID:
AGRI-SIMPLE-2018
coordinator:
CONSORZIO DEL FORMAGGIO PARMIGIANO-REGGIANO
-
Italy
EuCheese4Gulf
The Programme EuCheese4Gulf concerns Parmigiano Reggiano PDO.
Objective: to increase the market share of Parmigiano Reggiano PDO in the target countries. The impact indicator will be the value of Parmigiano Reggiano exports in the target countries: United Arab Emirates (UAE), Saudi Arabia (SA) and Kuwait.
Target group: young consumers, mainly concentrated in urban areas, strongly active, with a high per capita GDP, of Arabic language, of predominantly Muslim religion.
Action strategy: a large-scale advertising campaign through media, traditional and innovative, and through direct contact with consumers, in order to increase the demand of the Parmigiano Reggiano PDO in the target countries. The advertising campaign will lead to:
a) improving awareness of the merits of European cheeses and of the high standards applied to production methods in the EU, with a focus on the naturalness and authenticity of Parmigiano Reggiano PDO, which is made in an environmentally friendly way, using high-quality raw materials, and in extremely safe and hygienic conditions;
b) optimising the image and increasing the visibility of European cheeses among consumers, with a focus on Parmigiano Reggiano PDO;
c) enhancing recognition of the EU’s quality regimes, taking as an example Parmigiano Reggiano PDO, which is a product of its region and of human know-how, and is still made today the same way.
These factors are indispensable for the increase in consumption of Parmigiano Reggiano and, indirectly, of all european cheeses in the target countries.
Bugdet: € 3,000,000.00 for 3 years
The Programme EuCheese4Gulf concerns Parmigiano Reggiano PDO.
Objective: to increase the market share of Parmigiano Reggiano PDO in the target countries. The impact indicator will be the value of Parmigiano Reggiano exports in the target countries: United Arab Emirates (UAE), Saudi Arabia (SA) and Kuwait.
Target group: young consumers, mainly concentrated in urban areas, strongly active, with a high per capita GDP, of Arabic language, of predominantly Muslim religion.
Action strategy: a large-scale advertising campaign through media, traditional and innovative, and through direct contact with consumers, in order to increase the demand of the Parmigiano Reggiano PDO in the target countries. The advertising campaign will lead to:
a) improving awareness of the merits of European cheeses and of the high standards applied to production methods in the EU, with a focus on the naturalness and authenticity of Parmigiano Reggiano PDO, which is made in an environmentally friendly way, using high-quality raw materials, and in extremely safe and hygienic conditions;
b) optimising the image and increasing the visibility of European cheeses among consumers, with a focus on Parmigiano Reggiano PDO;
c) enhancing recognition of the EU’s quality regimes, taking as an example Parmigiano Reggiano PDO, which is a product of its region and of human know-how, and is still made today the same way.
These factors are indispensable for the increase in consumption of Parmigiano Reggiano and, indirectly, of all european cheeses in the target countries.
Bugdet: € 3,000,000.00 for 3 years
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Product sector:
- Cheese
Target countries:
- United Arab Emirates
- Kuwait
- Saudi Arabia
Budget
Total
3 000 000
€
EU contribution
2 400 000
€
Duration 36
months
Start date
End date
Quality schemes
- PDO/PGI/TSG