Simple campaign
Inactive
Acronym:
EU TASTE EXCELLENCE
Number:
101015628
Call ID:
AGRI-SIMPLE-2020
coordinator:
Associazione Consorzi Tutela Vini Lombardi a D.O.C.G, D.O.C e I.G.T. (AS.CO.VI.LO.)
-
Italy
partner:
CONSORZIO PER LA TUTELA DEL FORMAGGIO GRANA PADANO
-
Italy
Target countries: Italy, Germany, United Kingdom
Duration: 36 months
Objectives: Topic 1 - Raise awareness towards PDO and PGI quality schemes at European level through a basket of quality products such as Lombardy's PDO and PGI wines and Grana Padano PDO. The main goal is to make people in Europe and specifically in the target countries more aware of PDO and PGI certified products, thus educating them to clearly recognise the logos and to associate each scheme with its corresponding requirements in terms of production, as well as to encourage them towards a more conscious consumption based on quality, hence reducing price sensitivity. Secondly, the project aims at increasing the knowledge of Lombardy's PDO and PGI wine and Grana Padano PDO among each target group.
Target groups: end consumers (of all age, gender and social status), business opeartors (especially Ho.Re.Ca. operators), opinion leaders (journalists, bloggers, influencers, etc.).
Strategy: initial greater investment in B2B activities so as to create a network of well-informed business operators and to consolidate the position of the promoted products in the target markets, especially through the Ho.Re.Ca. channel. Later on, greater investment in communication activities so as to inform the amplest audience possible. Use of online means of communication (website, social media, online advertising) to reach as many people as possible anytime anywhere. Use of communication tools (e.g. brochures, videos) to establish further engagement.
Messages:
- Quality of PDO and PGI products
- Territoriality, tradition, human factors
- Traceability and food safety
- Authenticity
Activities:
- Project coordination
- Website and Social Media
- Online
- Visual campaign
- Promotional materials
- Promotional videos
- Stands at trade fairs
- Seminars
- Trainings
- Restaurant Weeks
- Other events
- Evaluation of results
Total budget: € 4.188.410,60
Duration: 36 months
Objectives: Topic 1 - Raise awareness towards PDO and PGI quality schemes at European level through a basket of quality products such as Lombardy's PDO and PGI wines and Grana Padano PDO. The main goal is to make people in Europe and specifically in the target countries more aware of PDO and PGI certified products, thus educating them to clearly recognise the logos and to associate each scheme with its corresponding requirements in terms of production, as well as to encourage them towards a more conscious consumption based on quality, hence reducing price sensitivity. Secondly, the project aims at increasing the knowledge of Lombardy's PDO and PGI wine and Grana Padano PDO among each target group.
Target groups: end consumers (of all age, gender and social status), business opeartors (especially Ho.Re.Ca. operators), opinion leaders (journalists, bloggers, influencers, etc.).
Strategy: initial greater investment in B2B activities so as to create a network of well-informed business operators and to consolidate the position of the promoted products in the target markets, especially through the Ho.Re.Ca. channel. Later on, greater investment in communication activities so as to inform the amplest audience possible. Use of online means of communication (website, social media, online advertising) to reach as many people as possible anytime anywhere. Use of communication tools (e.g. brochures, videos) to establish further engagement.
Messages:
- Quality of PDO and PGI products
- Territoriality, tradition, human factors
- Traceability and food safety
- Authenticity
Activities:
- Project coordination
- Website and Social Media
- Online
- Visual campaign
- Promotional materials
- Promotional videos
- Stands at trade fairs
- Seminars
- Trainings
- Restaurant Weeks
- Other events
- Evaluation of results
Total budget: € 4.188.410,60
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Product sectors:
- Wine, cider and vinegar
- Cheese
Target countries:
- Germany
- Italy
- United Kingdom
Budget
Total
4 188 410,60
€
EU contribution
2 931 887,42
€
Duration 36
months
Start date
End date
Quality schemes
- PDO/PGI/TSG