EU Diary: Integrated Supply Chain & High Quality USA

The Proponent of EDIS USA is Granlatte Soc. Cooperative, the leading organization in Italy's milk supply chain. With control over approximately 600 member producers and production units in Italy, France, and Brazil, Granlatte has been drafting Sustainability Reports for many years, striving to minimize the impact of its operations. Granlatte also oversees Granarolo SpA.

The proposed initiative, EDIS USA, aims to heighten awareness of European dairy products among US consumers. The promotional focus includes PDO cheeses, whipping cream, mascarpone, and cheese snacks. The primary targets are:

Consumers (primary group): Adult food enthusiasts aged 25-54, concerned with wellness, health, and culinary matters, typically belonging to middle to high socioeconomic classes and residing in metropolitan areas.
Operators (functional group):
a. Media operators: encompassing generalist press, food and beverage, culinary, wellness, and nutrition outlets, as well as social media and web influencers.
b. Trade operators: retailers.
c. HoReCa operators: chefs and food service providers.
The campaign's communication mix is tailored to these target consumers and operators:

Target consumers: Direct engagement through point-of-sale information campaigns, related POS advertising materials, event sponsorships, digital advertising initiatives (including associated videos), influencer marketing, social media platforms, and the campaign website. Additionally, indirect outreach via press office activities.
Trade target: Direct engagement at trade fairs, BtoB meetings, and show cooking events, with indirect outreach through trade press releases, and to a lesser extent, through the campaign website, social media channels, online advertising, and product communication tools.