Simple campaign
Inactive
Acronym:
EU RED GOLD ASIA
Number:
824822
Call ID:
AGRI-SIMPLE-2018
coordinator:
Associazione Nazionale Industriali Conserve Alimentari Vegetali
-
Italy
RED GOLD FROM EUROPE - EXCELLENCE IN EU PRESERVED TOMATOES
Objective: The present proposal aims to increase visibility and awareness as well as sales / market share of European preserved tomatoes (CN code N° 2002 “tomatoes prepared or preserved otherwise than by vinegar or acetic acid” – EC Regulation 1308/2013) in China, South Korea and Japan through a cohesive “Enjoy - it’s from Europe” campaign, underpinned by the theme “Red Gold from Europe".The growing exports of EU canned tomatoes to China and the Far East (particularly to Japan), indicating an increasingly discerning consumer demand for food quality and safety, represents a significant opportunity for this important sector of the European food industry (30% - over 10 million tons - of the worldwide production).
Action strategy: The campaign’s strategy will be adapted to the different target markets and target groups. B2C and B2B activities will be properly mixed and balanced according to the main objectives (increase of awareness and increase of exports / market share) to be reached in each target market, each objective having a different weight within the proposed action according to the current target markets’ perception and awareness of the proposed European product.
Target groups: In China (where imports of canned tomatoes in 2016 – last available data – were mainly from Europe – over 10 million euros in value and over 13.000 tons in volume) the target groups will be consumers (specifically middle-high income groups), opinion leaders, specialized Western food importers, hyper/supermarket imported food buyers and professionals of the Ho.Re.Ca. channel). In Japan (136.7 million of Euro of canned tomatoes imported in 2017 from Europe (60,7% circa of the total) and South Korea (with 7.9 million euros of product imported from Europe), the target groups will be consumers (specifically foodies), opinion leaders, professionals in distribution and buyers of the HoReCa channel.
Budget: € 2,973,496.80 for 3 years
Objective: The present proposal aims to increase visibility and awareness as well as sales / market share of European preserved tomatoes (CN code N° 2002 “tomatoes prepared or preserved otherwise than by vinegar or acetic acid” – EC Regulation 1308/2013) in China, South Korea and Japan through a cohesive “Enjoy - it’s from Europe” campaign, underpinned by the theme “Red Gold from Europe".The growing exports of EU canned tomatoes to China and the Far East (particularly to Japan), indicating an increasingly discerning consumer demand for food quality and safety, represents a significant opportunity for this important sector of the European food industry (30% - over 10 million tons - of the worldwide production).
Action strategy: The campaign’s strategy will be adapted to the different target markets and target groups. B2C and B2B activities will be properly mixed and balanced according to the main objectives (increase of awareness and increase of exports / market share) to be reached in each target market, each objective having a different weight within the proposed action according to the current target markets’ perception and awareness of the proposed European product.
Target groups: In China (where imports of canned tomatoes in 2016 – last available data – were mainly from Europe – over 10 million euros in value and over 13.000 tons in volume) the target groups will be consumers (specifically middle-high income groups), opinion leaders, specialized Western food importers, hyper/supermarket imported food buyers and professionals of the Ho.Re.Ca. channel). In Japan (136.7 million of Euro of canned tomatoes imported in 2017 from Europe (60,7% circa of the total) and South Korea (with 7.9 million euros of product imported from Europe), the target groups will be consumers (specifically foodies), opinion leaders, professionals in distribution and buyers of the HoReCa channel.
Budget: € 2,973,496.80 for 3 years
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Product sector:
- Preparations of vegetables, fruit or nuts (incl. table olives)
Target countries:
- China
- Japan
- South Korea
Budget
Total
2 973 496,80
€
EU contribution
2 378 797,44
€
Duration 36
months
Start date
End date