Collective informational and promotional campaign for Quality European Charcuterie in Japan

This action aims at promoting and increasing awareness of European charcuterie in Japan. It is organised by the French Federation of deli meat and meat processing industry (FICT).In Japan, apart from a few trade specialists or well-informed consumers, the level of knowledge and awareness of charcuterie is extremely low. The main objective of the proposed action is thus, to explain what is the purpose of charcuterie and increase awareness of traditional European charcuterie focusing on products with high production standards as well as European quality labels. By increasing both understanding and awareness amongst Japanese trade professionals and consumers, the action aims to increase exports of European charcuterie to Japan.The main B2B and B2C activities foreseen by this 3-year action include: website, advertising (print and digital), communication tools, seminars, technical trainings, event sponsorship, trade trip and tasting days. The action will focus on Japan’s major megalopolises: Tokyo, Osaka, Nagoya and Kyoto.The expected results are to increase genuine awareness of European charcuterie amongst the chosen targets, including raising awareness of PGI Jambon de Bayonne by 30% over the 3-year period, an average increase of 10% per annum, and also to increase the level of understanding amongst Japanese targets by at least 30% after three years.The total budget of this campaign is EUR  1  135  285 euro (excluding indirect costs of PO). This budget will be distributed throughout the three years of the program as follows:EUR  383  515 in 2018EUR  375  885 in 2019EUR  375  885 in 2020