Promotion campaign for Label Rouge poultry and eggs on the Belgian, Danish, Dutch, French, German and Swedish markets

This communication campaign project aims to promote Label Rouge “traditional free range”/ “free range - total freedom” poultry and Label Rouge “free range eggs” on the European internal market, specifically in 6 countries: Belgium, Denmark, France, Germany, the Netherlands and Sweden.
Produced in accordance with the most stringent levels of farming defined in European marketing standards for eggs and poultry, for 60 years, these products have epitomized high-quality European production methods, combining traditional and authentic farming methods, know-how, excellent animal welfare, respect for the environment, guaranteed traceability right up to the consumer and high food safety and hygiene standards. 
Their promotion, based on the European message “Taste the excellence in Europe”, should benefit all European free range production, and the programme will create a powerful dynamic within European poultry meat production.
The campaign has two ambitious objectives. The first is to significantly improve awareness among consumers in the 30-45 years old age group and among retail and catering professionals of the values of Label Rouge production methods, and in particular “free range” farming, animal welfare (a very strong and growing consumer demand in Europe), sustainability and know-how. The second is to significantly increase the consumption of these products in the 6 targeted markets. Our communication strategy combines media aimed activities as well as actions targeting consumers, retailers and caterers.
Its originality lies in the introduction of a totally unprecedented scheme, using webcams in farms to show the reality of the Label Rouge farming methods in total transparency all day long / all year round.
Total budget: EUR 4,696,516 over a period of 3 years.