The action proposed aims to promote and communicate on the positive attributes of EU Butter in USA.

The ultimate objective of this effort is to increase the market share of EU butters in the United States of America, which have a high growth potential. To achieve this, the Action objectives are twofold: 1. Increase awareness of EU butter and the campaign’s message amongst our target audience: pastry chefs, chefs, food professionals, culinary schools and foodies and 2. Increase exports of European butters towards the United States. Objective 1: Raise awareness of Union products: by targeting all efforts and media to Chefs, in particular pastry chefs, through sponsorship of chef events, our message will reach the Foodies through social media (Facebook and Instagram). Chefs directly influence the foodie so our content will produce a measurable lift in awareness. From this increase in awareness and likeability, we will see direct increase in consumption of EU butters and therefore in exports from the EU. Objective 2: Raise the competitiveness, market share and consumption of Union products: By getting more Foodies to buy more European butters over other imported or local product we can create tangible benefits for EU butter producers. This will grow the butter sector and increase employment. With this action, we expect a 2.5% increase in awareness in year 1, 3% in years 2 and 3 for a total increase in awareness of 8.7% for the life of the action. (Objective 1) and for an investment of 600 000 euros in an information, provision and promotion measure concerning EU Butter the return on investment will be approximately 6 million additional euros in butter exports over 3 years (Objective 2).