‘More than Food Singapore’ – EU promotion campaign in Singapore  

Agricultural food and beverage products from the European Union are more than just food and drinks, there is a story behind each burst of flavour. With this campaign, we aimed to share those stories through communication activities in Singapore.

Objectives:

The goals and objectives of this campaign were to:

• Increase the demand, imports, and sales of EU agricultural produce from specific categories by:
  • Raising the general awareness of EU agricultural produce, its quality, authenticity, including the quality labels, and safety;
  • Providing information on the benefits of and ways to consume EU agricultural produce, in order to increase interest and willingness to buy;
  • Informing potential importers and distributors about the benefits of the EU-Singapore Trade Agreement that entered into force in November 2019 and created even more business opportunities for Singaporeans.

Strategy and activities:

Building on the three objectives outlined, the strategy focused on:

• Increasing and maintaining contact opportunities with business-to-business (B2B) food professionals, particularly through B2B/technical seminars;
• Implementing effective communication tactics to support and give visibility to the technical B2B seminars, in order to ensure a maximum reach-out among consumers, importers, and distributers.
• Reinforcing the presence, information, and promotion of EU agricultural produce in retail chains and promote the actions effectively to ensure maximum reach-out and visibility among consumers.

The campaign featured various tastings of EU agricultural produce in supermarkets. It also organised seminars in order to promote specific products at B2B events. Communication and advertising services were also put in place at these events. There was also a strong digital focus with a dedicated website and social media channels. They shared informative content and animated videos.