INFORMATION AND ADVERTISING PROGRAMME PROMOTING EUROPEAN CREAM IN ASIA AND ASEAN : CHINA, TAIWAN, SOUTH KOREA, SINGAPORE 2020-2022

The CREAM ASIA  action about European cream targets China, Korea, Taiwan and Singapore, an area which has a significant consumption potential. Through the diverse communication and promotional activities, this action aims at boosting the competitiveness of the European dairy industry, by supporting the European cream markets compared with local productions and other imported creams, even vegetables fats. This action has a twofold objective: Increase consumers’ level of awareness (foodies) to the values of the European cream. Raise and support the European cream’s market share in the area.The objective of the action is to encourage local pastry chefs and foodies to learn more about the European cream related values in order to integrate it more into the daily life. Prescribers awareness of the European cream’s dimension can be achieved by learning more about it so as to better and more regularly make use of it and by showing that this product simultaneously represents a culture and a European heritage. This action, unique in its dimension, has to encourage the public to change his perceptions and knowledge and to consider European Cream as a true European agriculture product. This program will be relayed by prescribers and key opinion leaders (influencers, bloggers, chefs and journalists). The final aim of the action is to reach a two percent increase in the market share over the next three years.