The EU Quality Crew: PDO and PGI Deli Meats from Europe

"The EU Quality Crew: PDO and PGI Deli Meats From Europe" project is presented by an aggregation of 3 Consortia for the protection of European quality deli meats: Consorzio Cacciatore Italiano (leader), Consorzio Italiano Tutela Mortadella Bologna (partner), Consorzio Zampone e Cotechino Modena IGP (partner). This proposal concerns the promotion of a basket of cured meat products, based on pork, of a quality recognized by the European Union's PDO and PGI marks in the German target market. The objectives of the Program are to raise awareness of the Union's quality schemes both in terms of increasing the level of recognition of PDO and PGI logos and awareness of the meaning of the logos (1) and increase the consumption of the campaign's PDO and PGI products as part of a balanced diet and thus the level of exports of these products to Germany (2), in compliance with the provisions of Articles 2 and 3 of EU Reg. No. 1144/2014. Through a coordinated plan of communication and promotional activities, structured over 3 years, the strategy integrates synergetic actions on 3 different targets: trade operators, press and influencers and consumers. The project will primarily target large-scale retail distributors and operators (deli-meat producers and butchers), including those in Normal Trade. The prevailing messages will refer to the Union's main message and the PDO/PGI logos to contribute to their visibility, particularly online through collaboration with influencers, and explain the plurality of values they represent. In order to define the consumer segment that is potentially more receptive to project messages and also more likely to permanently change their minds and maintain consistent consumption behavior, identifying the 2 groups (according with Euromonitor International Report) of “Cautious Planners” and “Undaunted Strivers”. The budget of the project is 2,009,659.4