COLLECTIVE INFORMATION AND PROMOTION CAMPAIGN FOR EUROPEAN DAIRY (CHEESE, BUTTER & CREAM) IN MEXICO 2021-2023

Research by the Harvard Business School shows that the most effective way to maximize customer value is to move beyond mere customer satisfaction and connect with customers on an emotional level – tapping into their fundamental motivations and fulfilling their deep, often unspoken emotional needs. That means appealing to dozens of “emotional motivators” such as a desire to feel a sense of belonging, project a unique social identity, feel a sense of thrill or protect the environment.  This is the core of the programme.
From Europe with Love’s main message capitalizes on emotions between the target and the product.  A very visual oriented campaign that translates EU cheese, butter, cream and the many ingredients, pairings and recipes into astounding and provocative graphics that show love in the hundreds of beautiful and delicious details behind each product and the gastronomic links.  Passion connects the target with the product, by extension the producer and the EU, to create that emotional tie.
To achieve this, the programme targets consumers, trade, media and opinion leaders/influencers through a series of activities & experiences: gastronomic events; educational activities & trips for the trade; PR, TV & adv for the media; and social channels, in-store experiences for the consumer.
The main impact of the programme is to increase awareness of the merits and usage of European cheese, cream and butter by consumers and professionals.  Benefiting of the modernized FTA EU MEX that recognizes PDOs and reduces tariffs at entry to grow market share.
The programme From Europe with Love proposed by CNIEL | The French Dairy Board targets Mexico for a period of 36 months.