‘Irresistible Europe. Countless combinations' – EU promotion campaign in China

Just like Europeans, Chinese people have a special bond with food; food needs to be nutritious, as much as look appealing, colourful and vibrant. This EU campaign aims to promote the excellence and great variety of EU agricultural produce in China. Building on the successful launch a few years ago, the campaign reinforces the promotion of EU food and beverages in China by increasing their daily presence on Chinese tables, opening up a world of combinations to local consumers.

Objectives:

The overall goal of the communication campaign is to increase awareness and knowledge of the excellence of EU agricultural products for consumers and businesses, in various aspects corresponding to characteristics of EU food and beverage products. This campaign works towards a recognition of the “EU brand” with a specific focus on Geographical indications and organics.

Strategy and activities:

With a colourful visual identity, this campaign builds on the fact that EU agricultural produce already enjoy a positive perception in China. The campaign invites consumers and businesses to include EU agricultural produce in their daily lives. It will also raise awareness about the exceptional quality, safety measures and high production standards associated with these products.

Stronger emphasis will be put on Geographical Indications (GI) and organics. The campaign format is predominantly digital, supported by offline activities. An extensive advertising campaign helps expanding the audience reach by moving further across China reaching out to people on new platforms.