Information provision and promotion measures on premium free range chicken meat products in the United Arab Emirates and United Kingdom

The “Poultry Kings” proposal is designed to boost the competitiveness, consumption, and exports of EU free-range chicken meat in the United Arab Emirates and the United Kingdom. These countries present high potential for quality poultry products, and the campaign seeks to strengthen the image and demand for European poultry by highlighting its superior standards in food safety, traceability, animal welfare, sustainability, and taste. The action is highly relevant to the objectives of increasing sales and exports, while also raising awareness among target groups about the distinct advantages of EU products compared to competitors.
The strategy includes a broad range of integrated promotional activities tailored to each market’s cultural and consumer profile. These include online and offline advertising (Google, Meta, TikTok, YouTube), public relations, influencer collaborations, press events, in-store promotions, professional workshops, tasting events, and virtual farm experiences. Target groups include health-conscious young adults, premium product consumers, chefs, distributors, retailers, and food industry professionals in both countries.
In the UAE, the campaign will target both high-income locals and expatriates, while in the UK it will focus on younger generations and families seeking safe, ethical, and high-quality food options. The action aims to reach over 3 million people and support projected sales of approximately €6.98 million. Performance will be continuously monitored through measurable indicators such as awareness levels, engagement metrics, event participation, and export statistics.
The total budget of the proposal is €2,529,928.