Simple campaign
Inactive
Acronym:
EU BUTTER USA
Number:
101045935
Call ID:
AGRIP-SIMPLE-2021
coordinator:
CENTRE NATIONAL INTERPROFESSIONNELDE L'ECONOMIE LAITIERE
-
France
The action proposed aims to promote and communicate on the positive attributes of EU Butter in USA.
Objective: to increase the market share of EU butters in the United States of America, which have a high growth potential.
Target group: pastry chefs, chefs, food professionals, culinary schools and foodies.
Action strategy :Increase awareness of EU butter and the campaign’s message amongst our target audience: pastry chefs, chefs, food professionals, culinary schools and foodies and Increase exports of European butters towards the United States.
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.
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.
Budget: € 1,872,704.00 for 3 years
Objective: to increase the market share of EU butters in the United States of America, which have a high growth potential.
Target group: pastry chefs, chefs, food professionals, culinary schools and foodies.
Action strategy :Increase awareness of EU butter and the campaign’s message amongst our target audience: pastry chefs, chefs, food professionals, culinary schools and foodies and Increase exports of European butters towards the United States.
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.
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.
Budget: € 1,872,704.00 for 3 years
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Product sector:
- Dairy products (excl. Cheese)
Target country:
- United States
Budget
Total
1 789 668
€
EU contribution
1 431 734
€
Duration 36
months
Start date
End date