EURopean Excellence - Cheese in Australia

To the producers who are members of the Proposing Organisation (PO) - Consorzio del Formaggio Parmigiano Reggiano – and to a large proportion of European producers, Australia is a new market.
The connotation of "new market" is a challenge because Geographical Indications - GIs - are not protected in Australia; as a consequence, sector operators and mass media, as well as consumers, are not really "informed" about the real contents and meanings underlying GIs and EU quality policy. Therefore, the PO is targeting a market in which it will not consolidate or further structure its "presence", but a market that needs to be "built" from the ground up. The Programme strategy was planned to ensure the highest efficiency and coherence with the project objectives in order to create the basis of a lasting impact on the Australian market. The selection of activities was based on a careful analysis of target groups and market dynamics, ensuring that each action is appropriate to the context and characteristics of the target groups, both in the B2C and B2B segments.
The structure of the Programme is based on a balance between horizontal and vertical actions. Horizontal actions (public relations, activities with KOLs, landing page and 360° mass media campaigns) guarantee a constant presence on the market at national level throughout the duration of the Programme. Vertical actions (outdoor advertising, restaurant weeks, events sponsorship, trade fairs and training workshops) provide direct and immersive interaction with key target audiences in the most populated areas with the highest market potential, Sydney and Melbourne.
This structure provides a synergetic effect, in which the different activities reinforce each other and progressively increase the impact of the project. The strategy includes an action plan aimed at strengthening the leadership of European products in Australia over local products and products coming from third countries.