Promotion program for barbarie duck in Germany

Barbary duck is part of a cultural heritage peculiar to Europe and has become a flagship of the European gastronomy as this product is internationally renowned for its quality. For this reason, the programme CANARD-EU-ALL will promote Barbary duck in Germany, which is the largest importer of French Barbary ducks and is thus an interesting market.  Indeed, German traditional consumers who are already convinced of the values of Barbary duck products, but also foodies from younger generations eager to discover unique tastes will be targeted. On the other hand, the programme supports the poultry sector and more precisely the duck industry, that has been facing several crises recently. This promotional campaign will help restoring its viability by increasing consumption and avoiding over-supply. The objective of the campaign is thus to support European Barbary duck sales in the target market. To reach this goal, a mix of strategic actions such as press relations, advertising and events will be implemented for three years and consumers will have a better understanding of the making of this product which is typically European. While informing consumers of the European origins as a guarantee of quality, the programme will democratize the Barbary duck and de-seasonalize its consumption in Germany.