Information and promotion of PDO-PGI in France and Belgium, through South-West wines, duck from Sud-Ouest, Bayonne ham in 2021, 2022 and 2023

The programme promotes PDO-PGI products reuniting wines, deli meats and delicatessen from the southwestern region of France. These products, which illustrate European excellence and diversity will be promoted in the market of Belgium and France. To do so, the campaign will focus on the know-how, the local and terroir aspects of South West products, 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 “With the PDO and PGI labels, Europe defends its territories” 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 objectives of improving EU consumers’ awareness of PDO-PGI labels and increasing their market share in Belgium and France will be achieved. 

The PDO-PGI products answer to all the demands of the new generation of consumers: they ensure 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 PDO-PGI products by presenting them as the only European labels guaranteeing authenticity and geographical appellation. In accordance with this general goal, precise objective have been set: To raise the awareness of the European quality labels PDO-PGI from low/middle to middle/high in France and from very low/low to middle in Belgium between 2021 and 2023 amongst consumers, trade operators and HORECA professionals. To increase the sales of our products by 6% in France and Belgium compared with the 2023 naturally expected sales (without the programme) within the 3 years of the programme.
The total budget for the 3-years campaign will be of 4 375 717 euros.