Simple campaign
Active
Acronym:
SUST BREAD
Number:
101138225
Call ID:
AGRIP-SIMPLE-2023
coordinator:
Intercéréales
-
France
European promotion programme for the wheat-flour-yeast-bread sector in France and Belgium (2024-2026)
Abstract
This 3-year (2024-2026) European information and promotion programme in two targeted countries (France and Belgium) aims to stabilise and increase bread consumption among 18-35 year olds and to increase their awareness of the sustainability of the wheat-flour-yeast-bread chain.
This program is based on the fundamental bias to promote bread consumption and enhance the sustainable chain from grain to bread, through a creative concept, with a certification “For a sustainable Europe – Bread is the base (Pour une Europe durable. Le pain, c’est la base)“, and the logo "Enjoy, it's from Europe". This concept will be declined in a unique campaign whose the effect is cumulative for the consumer and promotes a true synergy message. The program focuses on consumers’ information actions such as events, displays, influence operation on social media, advertising, press... It will be managed and coordinated by Intercéréales (France). The global budget of this program is € 2,150,341.
Abstract
This 3-year (2024-2026) European information and promotion programme in two targeted countries (France and Belgium) aims to stabilise and increase bread consumption among 18-35 year olds and to increase their awareness of the sustainability of the wheat-flour-yeast-bread chain.
This program is based on the fundamental bias to promote bread consumption and enhance the sustainable chain from grain to bread, through a creative concept, with a certification “For a sustainable Europe – Bread is the base (Pour une Europe durable. Le pain, c’est la base)“, and the logo "Enjoy, it's from Europe". This concept will be declined in a unique campaign whose the effect is cumulative for the consumer and promotes a true synergy message. The program focuses on consumers’ information actions such as events, displays, influence operation on social media, advertising, press... It will be managed and coordinated by Intercéréales (France). The global budget of this program is € 2,150,341.
Product sector:
- Bread, pastry, cakes, confectionery, biscuits and other baker's wares
Target countries:
- Belgium
- France
Budget
Total
2 150 341,20
€
EU contribution
1 505 238,84
€
Duration 36
months
Start date
End date