‘More than Food India’ – EU promotion campaign in India

Agricultural food and beverage produce from the European Union are more than just food and drinks; there is a story behind each flavour and ingredient. With this campaign, we aim to share those stories through promotion activities in India.

Objectives:

• Increase awareness and knowledge of the excellence of EU agricultural products in general for businesses (primarily) and consumers, in various aspects corresponding to characteristics of EU food and beverage products.
• Reinforce and popularise the image of “EU brand”.
• Specific key merits to highlight are: safety, quality, authenticity (GIs), sustainability.

Target audience:

The target audiences of the activities under this campaign are:

• Business (primary target audience): Importers and distributors, retailers (mainly super- and hypermarkets), HoReCa.
• Consumers: Affluent consumers, Middle class, Millennials, Urban audiences
• Specialised media and influencers.

Strategy and activities:

The mix is composed of: key-opinion leaders partnerships, public relations, various types of events for consumers such as supermarkets in-store and online promotions, specialised seminars for professionals and ongoing advertising and communication via various channels, such as social media, outdoor, digital media.