Simple campaign
Active
Acronym:
PGIBAYHAM-DE
Number:
101137571
Call ID:
AGRIP-SIMPLE-2023
coordinator:
Consortium du jambon de Bayonne
-
France
The programme promotes PGI Jambon de Bayonne from the southwest region of France. This product, which illustrate European excellence will be promoted in the market of Germany. To do so, the campaign will focus on the know-how, the local and terroir aspects of Jambon de Bayonne, on the strict regulations and on the quality guaranteed by the European regulation. The visuals used in the programme, the contents of the educational material and of the workshops, as well as the main message will raise consumer’s awareness of EU quality schemes.
Furthermore, each action (including events, advertising, digital activities and PR) will be based on key concepts such as local taste, quality and authenticity. Thanks to this programme, the general objective of improving EU consumers’ awareness of PGI label will be achieved.
Exports are vital for Bayonne ham sector that represents more than 5,000 jobs in the production area. As the number one export market, Germany is more than ever a priority market where promotion investment is needed.
With its own individual story from the origin, PGI Bayonne ham offers however everything to succeed on the German market. The PGI Jambon de Bayonne answer to all the demands of the new generation of consumers: it ensures authenticity and traceability and propose a solution to the growing concerns about the food industry. The programme will capitalize on this shift and increase the awareness of the PGI product by presenting it as the only European label guaranteeing authenticity and geographical appellation.
Precise objectives have been set:
- To raise the awareness of the European quality label PGI from very low/low to middle in Germany between 2024 and 2026 amongst trade operators, HORECA professionals and consumers.
- To increase the sales of our product in Germany compared with the naturally expected sales (without the programme) within the 3 years of the programme.
The total budget for the 3-years campaign will be of 1 309 768 euros.
Furthermore, each action (including events, advertising, digital activities and PR) will be based on key concepts such as local taste, quality and authenticity. Thanks to this programme, the general objective of improving EU consumers’ awareness of PGI label will be achieved.
Exports are vital for Bayonne ham sector that represents more than 5,000 jobs in the production area. As the number one export market, Germany is more than ever a priority market where promotion investment is needed.
With its own individual story from the origin, PGI Bayonne ham offers however everything to succeed on the German market. The PGI Jambon de Bayonne answer to all the demands of the new generation of consumers: it ensures authenticity and traceability and propose a solution to the growing concerns about the food industry. The programme will capitalize on this shift and increase the awareness of the PGI product by presenting it as the only European label guaranteeing authenticity and geographical appellation.
Precise objectives have been set:
- To raise the awareness of the European quality label PGI from very low/low to middle in Germany between 2024 and 2026 amongst trade operators, HORECA professionals and consumers.
- To increase the sales of our product in Germany compared with the naturally expected sales (without the programme) within the 3 years of the programme.
The total budget for the 3-years campaign will be of 1 309 768 euros.
Product sector:
- Pork meat (fresh, chilled and frozen)
Target country:
- Germany
Budget
Total
1 309 768
€
EU contribution
916 837,60
€
Duration 36
months
Start date
End date
Quality schemes
- PDO/PGI/TSG