Simple campaign
Inactive
Acronym:
CAPRICE
Number:
824893
Call ID:
AGRI-SIMPLE-2018
coordinator:
FUNDACION HAZI FUNDAZIOA
-
Spain
Chill with an appetiser with European wine and quality products
Objective and Target group:
With the ultimate aim of strengthening the competitiveness of the European Union’s agri-food sector by increasing both the consumption of its quality agri-food products in third countries and knowledge of them and their production systems, the CAPRICE project proposes an innovative approach aimed at attracting the attention of the traders and consumers in the USA and Japan by means of a proposal for consumption combining taste, culture and tradition. The aim is to taste a glass of European quality Txakoli accompanied by an appetiser made of products from the sea and from the land: Atlantic bonito and anchovies from the Basque Country and chilli peppers from Ibarko Eusko Label, European products produced under quality standards giving them taste, authenticity and differentiation.
Action strategy:
The action strategy of CAPRICE has been designed to adapt the activities in each country to the needs identified in the market analysis.
This strategy is based on four axes: Marketing and promotion, Market, Dissemination and communication, Awareness and transmission, which provide a coherent and orderly response to the combination of the four basic components of Marketing (product, price, promotion and point of sale). Each of these actions relates to the different work packages designed according to the target audience, the market segment in which the promoted products are to be positioned and the sales channels that have been identified as priorities.
The main message of the project “Fancy the European appetiser” evokes the spirit of CAPRICE to offer a unique gastronomic experience based on European quality products, acting as an engine to incentivise the consumption of PDO Txakoli and other land and sea products, which are produced under quality guarantees.
Budget: € 2,498,095.71 for 3 years
Objective and Target group:
With the ultimate aim of strengthening the competitiveness of the European Union’s agri-food sector by increasing both the consumption of its quality agri-food products in third countries and knowledge of them and their production systems, the CAPRICE project proposes an innovative approach aimed at attracting the attention of the traders and consumers in the USA and Japan by means of a proposal for consumption combining taste, culture and tradition. The aim is to taste a glass of European quality Txakoli accompanied by an appetiser made of products from the sea and from the land: Atlantic bonito and anchovies from the Basque Country and chilli peppers from Ibarko Eusko Label, European products produced under quality standards giving them taste, authenticity and differentiation.
Action strategy:
The action strategy of CAPRICE has been designed to adapt the activities in each country to the needs identified in the market analysis.
This strategy is based on four axes: Marketing and promotion, Market, Dissemination and communication, Awareness and transmission, which provide a coherent and orderly response to the combination of the four basic components of Marketing (product, price, promotion and point of sale). Each of these actions relates to the different work packages designed according to the target audience, the market segment in which the promoted products are to be positioned and the sales channels that have been identified as priorities.
The main message of the project “Fancy the European appetiser” evokes the spirit of CAPRICE to offer a unique gastronomic experience based on European quality products, acting as an engine to incentivise the consumption of PDO Txakoli and other land and sea products, which are produced under quality guarantees.
Budget: € 2,498,095.71 for 3 years
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Product sectors:
- Wine, cider and vinegar
- Fishery and aquaculture products
- Preparations of vegetables, fruit or nuts (incl. table olives)
Target countries:
- Japan
- United States
Budget
Total
2 498 095,71
€
EU contribution
1 998 476,57
€
Duration 36
months
Start date
End date
Quality schemes
- PDO/PGI/TSG
- National quality schemes