ENJOY EUROPEAN QUALITY

Subject: Information action aimed at increasing the awareness and the recognition of the EU quality schemes.Product represented: EU quality schemes .Objectives: The programme aims to increase the level of awareness and recognition of the EU quality schemes within some specific targets. This will be achieved by means of information and communication activities, designed to encourage specific target groups to purchase the product categories involved in the programme. It will create the intention to buy, increase opportunities for consumption and create consumer trends.Target groups:• Final consumers• Professional traders (buyers, distribution traders – large-scale retail trade), HoReCa and retail operators, chefs, sommeliers and food experts• Specialised journalists and opinion leadersAction strategy: to inform the identified target groups about cultural/quality aspects of the production of the Protected Designation of Origin (PDO), Protected Geographical Indication (PGI), Traditional Speciality Guaranteed (TSG). The informational message will highlight the peculiarities of the European products, which are part of the Union quality schemes, which make them different from all other products.Performed activities:• Project coordination• Strategy - Communication strategy definition• Public relations: Continuous PR activities (PR office), press events• Website, social media• Communication Tools• Events: Seminars, workshops, B2B meetings, trainings for trade, Restaurants Weeks and other events (Life style Weekend, Happy Hour)• Point-of-sale (POS) promotion• Evaluation of resultsValue of the activity: €5,940,839