Simple campaign
Active
Acronym:
UK_AWAKEIBERICOSENSE
Number:
101138880
Call ID:
AGRIP-SIMPLE-2023
coordinator:
Asociación Interprofesional del Cerdo Ibérico (ASICI)
-
Spain
ASICI wants to resume the work carried out in the UK before the pandemic and the closure of the market due to Brexit. European Iberian Ham is one of the most sustainable and environmentally friendly food products. Produced by a European native breed and in a unique ecosystem in the world and unique in Europe such as the Dehesa, it has become a sample and circular economy. In addition, it helps to reduce the carbon footprint as it is a source of CO2 absorption and generates life in environments at risk of depopulation.
The product is highly valued in the UK, historically an important market for Europe in the export of cured hams. However, with Brexit, it was deeply affected and paralyzed. Currently, with the signing of the Trade and Cooperation Agreement between the EU and the UK (January 2021), which includes a free trade agreement between the parties, a new opportunity arises to resume the promotion of the European product.
Thus, the focus of this program will be based on the sustainability (social, economic and environmental) of the sector. In addition, the nutritional benefits derived from its consumption, as well as its historical and gastronomic value, will be highlighted. To do this, a campaign is proposed that builds on the future with ongoing projects and is synergistic with two other projects in this same call in China and Japan. The message "Discover the passion of Europe, awaken the Iberian sense" will be transmitted through innovative experiences and differential activities.
The campaign will be aimed at two targets, B2B and B2C, and media especially in London. As for B2B, it will seek to reach importers, distributors, chefs, and sector professionals. It aims to reach 137.384.333 impacts. All this with a cost-effectiveness of 42 impacts for every euro invested and yielding an ROI of 2,73%. The final goal is to increase European exports and increase awareness of the product attributes linked to sustainability and recognition of European origin.
The product is highly valued in the UK, historically an important market for Europe in the export of cured hams. However, with Brexit, it was deeply affected and paralyzed. Currently, with the signing of the Trade and Cooperation Agreement between the EU and the UK (January 2021), which includes a free trade agreement between the parties, a new opportunity arises to resume the promotion of the European product.
Thus, the focus of this program will be based on the sustainability (social, economic and environmental) of the sector. In addition, the nutritional benefits derived from its consumption, as well as its historical and gastronomic value, will be highlighted. To do this, a campaign is proposed that builds on the future with ongoing projects and is synergistic with two other projects in this same call in China and Japan. The message "Discover the passion of Europe, awaken the Iberian sense" will be transmitted through innovative experiences and differential activities.
The campaign will be aimed at two targets, B2B and B2C, and media especially in London. As for B2B, it will seek to reach importers, distributors, chefs, and sector professionals. It aims to reach 137.384.333 impacts. All this with a cost-effectiveness of 42 impacts for every euro invested and yielding an ROI of 2,73%. The final goal is to increase European exports and increase awareness of the product attributes linked to sustainability and recognition of European origin.
Product sector:
- Meat preparations
Target country:
- United Kingdom
Budget
Total
3 649 349,32
€
EU contribution
2 919 479,46
€
Duration 36
months
Start date
End date