The original EU quality - promotion of the pork meat products on the market of Republic of Serbia

The proposed project represents a continuation, respectively upgrading, of the ongoing campaign for promotion of pork meat products on the market of the Republic of Serbia, ending at the beginning of 2020, but already showing positive changes in confidence in European meat products, knowledge of European quality schemes and also in the sales of European pork meat products on the Serbian market. The subject of promotion will be pork meat products, with special emphasis on the two products, included in the EU quality scheme Protected Geographical Indication (kranjska klobasa and kraški pršut), which are relatively well-recognised products on the Serbian market and therefore particularly effective for the promotion of original European quality schemes. The objectives of the campaign are related to increasing awareness of the benefits of quality European agricultural products, the recognition of the European quality schemes (meaning and labels) among consumers and in the professional and other publics, and improving the perception and attitude (and, consequently, the confidence) of Serbian consumers towards European food products (information benefit), as well as increasing the sales of pig meat products involved in the promotion and the related increase in the market share of European pig meat products on the Serbian market (economic benefit).The campaign will be designed to be both informative and promotional, with planned activities at sales points, in the advertising space at fairs and other (expert and public) events. It ill hold a strong European message. Building on the basis of the first (currently ongoing) campaign, it will retain its name, the slogan and graphic design, which has become a recognisable promoter of European quality within two years. By the continuity of a clear and credible message about European quality it will provide an urgent presence of the European message in Serbia.