‘More than Food and Drinks, Savoring Stories’ – EU promotion campaign in the US  

Behind each European ingredient there is a story that tells of a tradition, identity, uniqueness, and authenticity. This EU campaign aims to highlight the quality, safety, sustainability, and variety of the EU’s agricultural produce in the US. The US is the EU’s largest trade and investment partner, receiving 16% of its drinks and food exports. Over the years, Americans started to pay close attention to organic, safe, and quality food; European Food & Beverages (F&B) combine all those merits, along with authenticity, sustainability, and tradition. The campaign aims to promote all EU F&B excellences from all 27 EU Member States, showing a large variety of products ranging from meats, cheeses, olive oil, chocolate, vegetables and fruits, pasta and bakery products, wines, spirits, and beers. It also promotes the EU quality labels: organic, PDO and PGI.

Objectives:

• Increase the demand for EU agricultural food and beverages products in the US.
• Increase the intention to purchase and access agricultural food and beverage products from the EU.
• Increase the share of the EU agricultural food and beverage products on the US market.
• Increase awareness and knowledge about the excellence of the EU agricultural products, highlighting their key characteristics (safety, quality, authenticity, sustainability).
• Establish and popularize the image of the “EU brand”.

Strategy and activities:

The campaign strategy employs various channels such as: web, social media (LinkedIn, Instagram), storytellers’ engagement, media advertising (online advertisement, paid media placement), media relations, participation in B2B and B2C events, retailer promotions, and online promotions (e-commerce).

The campaign features an assortment of activities both for business and consumer audiences, such as:

• Professional seminars and trade fairs;
• Festivals displaying the EU F&B produce and offering tastings;
• In-store and e-commerce activities;
• Advertising via various channels (web, social media, printed and digital magazines, outdoor).