Simple campaign
Inactive
Acronym:
CHEESE PMO 19
Number:
824694
Call ID:
AGRI-SIMPLE-2018
coordinator:
CENTRE NATIONAL INTERPROFESSIONNELDE L'ECONOMIE LAITIERE
-
France
Information And Advertising Programme Promoting European Cheese In Middle East : Saudi Arabia, United Arab Emirates, Lebanon, Kuwait 2019-2021
Objective: this action aims to boost the competitiveness of the European dairy industry, by supporting the markets and the consumption of cheeses compared with local productions and other imported cheeses. This Action has a twofold objective: 1. Increase consumers’ level of awareness (Foodies) to the values of the European cheese. 2. Raise and support the European cheese’s market share in this area. To that end, The Action is defined as European and takes into account the economic, social and environmental sustainability. Besides, this one aims at offering a strong added value and wants to secure continued European agricultural land use and agricultural employment. In order to clearly distinguish European products from foreign or local offer, the activities will embody a concept which speaks to the profound desire of local targets: consume European cheese everywhere and at every time of the day. Thanks to this Action, European cheese producers will raise awareness to the merits of the Union agricultural products. They will also increase the competitiveness and consumption of these products and their market shares in third countries consequently. Thanks to this Cheese Action, we will reach a two percent increase in the market share over the next three years, which should lead to a rise in the consumption of cheeses coming from the European Union.
Target group: Saudi Arabia, the United Arab Emirates, Lebanon and Kuwait. The Action seeks to primarily reach the connected gastronome consumers and Foodies; then will come the journalists and the influencers and the trade actors of the field of course.
Action strategy: diverse communication and promotional activities. The approach followed in each activity is based upon a tasting experience, with a pedagogical and informative tone in order to occupy the professional and media field.
Budget: € 2,409,287.28 for 3 years
Objective: this action aims to boost the competitiveness of the European dairy industry, by supporting the markets and the consumption of cheeses compared with local productions and other imported cheeses. This Action has a twofold objective: 1. Increase consumers’ level of awareness (Foodies) to the values of the European cheese. 2. Raise and support the European cheese’s market share in this area. To that end, The Action is defined as European and takes into account the economic, social and environmental sustainability. Besides, this one aims at offering a strong added value and wants to secure continued European agricultural land use and agricultural employment. In order to clearly distinguish European products from foreign or local offer, the activities will embody a concept which speaks to the profound desire of local targets: consume European cheese everywhere and at every time of the day. Thanks to this Action, European cheese producers will raise awareness to the merits of the Union agricultural products. They will also increase the competitiveness and consumption of these products and their market shares in third countries consequently. Thanks to this Cheese Action, we will reach a two percent increase in the market share over the next three years, which should lead to a rise in the consumption of cheeses coming from the European Union.
Target group: Saudi Arabia, the United Arab Emirates, Lebanon and Kuwait. The Action seeks to primarily reach the connected gastronome consumers and Foodies; then will come the journalists and the influencers and the trade actors of the field of course.
Action strategy: diverse communication and promotional activities. The approach followed in each activity is based upon a tasting experience, with a pedagogical and informative tone in order to occupy the professional and media field.
Budget: € 2,409,287.28 for 3 years
Product sector:
- Cheese
Target countries:
- United Arab Emirates
- Kuwait
- Lebanon
- Saudi Arabia
Budget
Total
2 409 287,28
€
EU contribution
1 927 429,82
€
Duration 36
months
Start date
End date