Information campaign to convey knowledge and improve the image of European grain legumes

Information campaign Knowledge transfer and image improvement on European grain legumes in Germany and Austria. Duration of the measure: 3 years.
Marketing objective: Increase per capita expenditure on plant-based food. Associated with this: Strengthening the competitiveness of European producers and preserving jobs.
Communication objective: Improve knowledge about European grain legumes, their environmental and climate benefits, their nutritional profiles and thus change awareness and behaviour towards a plant-based diet.
Core target group: Consumers (18 to 50 years).
Secondary target groups: Opinion leaders and multipliers (nutrition experts and advisors, media, influencers/bloggers, industry).
The planned activity is an information campaign aimed at triggering behavioural change among consumers in Germany and Austria. In line with the objective, the communication strategy is based on two complementary approaches: emotional/creative communication and fact-based communication. In many activities, both approaches are combined to enhance the impact.

Main message of the activity: The Four from Here - Grain Legumes from Europe for a Sustainable Diet

An efficient communication mix of press relations, blogger relations, science PR with and for nutrition experts, promoted social media postings as well as events forms the framework of measures for the communication of fact-based content as well as the emotional appeal in order to ultimately achieve an image enhancement and increase the willingness to buy.
Gesamtbudget: 1.639.837,50 EUR