Programa de información y promoción sobre los sellos europeos de calidad diferenciada DOP e IGP en productos agroalimentarios nacionales

The existence and meaning of the EU quality schemes PDO and PGI are at large not very known to the Spanish comsumers. Therefore, the main objective of the project is to increase awareness, value and appreciation of quality schemes PDO and PGI among the Spanish consumers. This campaign wants to inform consumers about these European schemes. It is also important to show how they are produced according to the European production model and to display their uniqueness. PDO and PGI schemes are ORIGIN, TRADITIONS, QUALITY and GUARANTEES. The target audience of the programme is represented by the consumers, mainly those who are responsible for doing the shopping for their household. The focus will be more on the medium and medium / high socio-economic level, and on the age range of 35 to 55 years. Other target audiences include opinion leaders and mass media.The concept of the project will be "Open your eyes. Enjoy!." The PDO and PGI schemes give a vision, beyond their organoleptic characteristics, of ORIGIN, QUALITY, TRADITION AND GUARANTEE. The campaign is aimed to be an informative one, ensuring a continuous presence through the actions foreseen.The main activities will include PR, edition of informative videos, website, advertisements and information campaigns on Internet, outside advertisement campaign (in airports and train stations). All the activities will have a continuation for three years and these actions will provide coverage and frequency, emphasising on creating awareness of the PDO and PGI schemes.