Blonde d'Aquitaine: European Beef Excellence

Project summary:Targeting Italy and France, the campaign has as an objective to raise awareness on the specific features of agricultural methods in the European Union and to focus on the characteristics of EU agri-food products through the promotion of Blonde d’Aquitaine beef, a tasty, high-quality product certified under the National Quality Scheme for Zootechnics which respects the environment and animal welfare, illustrative of the European traditions. Another objective would be driving consumption trends upwards in the target countries. The activities are stressing some specific product characteristics: taste and tenderness, labelling and traceability, farming techniques and animal welfare, sustainability.Target groups are represented by:ConsumersBeef industry operators: butchers, farmers, Ho.Re.Ca., retailers, wholesalers, point-of-sale staffOpinion leaders: journalists, influencers, bloggersThe strategy foresees informative and training activities for consumers, operators and opinion leaders to increase their level of awareness and to influence consumers based on the consumption trends. Use of online and offline promotional materials, website and social media target is foreseen to reach the highest audience. Participation in trade fairs has as an aim to obtain greater impact in the least time and space possible. Tastings contribute to directly stimulating the consumption trends. Training and presentations are foreseen in order to build the knowledge of the audience. Trade-specific activities have as a goal the improvement of trade relations nationwide.Messages target:Traceability and labellingSustainability in farmingAnimal welfareTaste and quality