Simple campaign
Inactive
Acronym:
GARDA-PIAVE
Number:
824873
Call ID:
AGRI-SIMPLE-2018
coordinator:
CONSORZIO GARDA DOC
-
Italy
partner:
CONSORZIO DI TUTELA DEL FORMAGGIO PIAVE DOP
-
Italy
IDVES Wines and Flavors
Objective: The utmost experience of Italian flavors comes form Italy’s most suggestive places. This proposal brings to the US market two typical PDO products from different areas from northern Italy, both significant for their deep link between the product itself and its traditional production techniques. Garda DOC (sparkling wine) and Piave DOP (cheese) share low market awareness and recognition, while they can count on established distribution channels on the US market. Focusing on the two main entry hubs (New York and California), this proposal aims at increasing the knowledge about these products and, in general, about EU PDO products among Ho.Re.Ca. professionals and “foodie” consumers.
Target groups: Promotional activities will focus on these main audience groups, targeting them with a cross-sector and multi-mediatic activity plan that will maximize the expected promotional outcome. Focusing on foodies means choosing an audience segment which is already interested in quality products, new discoveries in food pairings and multi-cultural recipes. Thus, the messages conveyed will be even more effective and the customer engagement deeper.
Action strategy: Foodies will be targeted not only directly via web and social channels, but also on the Ho.Re.Ca. channel, where the promotional plan aims at creating a greater interest among professionals and, consequently, among consumers.
Budget: € 1,513,560.00 for 3 years
Objective: The utmost experience of Italian flavors comes form Italy’s most suggestive places. This proposal brings to the US market two typical PDO products from different areas from northern Italy, both significant for their deep link between the product itself and its traditional production techniques. Garda DOC (sparkling wine) and Piave DOP (cheese) share low market awareness and recognition, while they can count on established distribution channels on the US market. Focusing on the two main entry hubs (New York and California), this proposal aims at increasing the knowledge about these products and, in general, about EU PDO products among Ho.Re.Ca. professionals and “foodie” consumers.
Target groups: Promotional activities will focus on these main audience groups, targeting them with a cross-sector and multi-mediatic activity plan that will maximize the expected promotional outcome. Focusing on foodies means choosing an audience segment which is already interested in quality products, new discoveries in food pairings and multi-cultural recipes. Thus, the messages conveyed will be even more effective and the customer engagement deeper.
Action strategy: Foodies will be targeted not only directly via web and social channels, but also on the Ho.Re.Ca. channel, where the promotional plan aims at creating a greater interest among professionals and, consequently, among consumers.
Budget: € 1,513,560.00 for 3 years
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Product sectors:
- Wine, cider and vinegar
- Cheese
Target country:
- United States
Budget
Total
1 513 560
€
EU contribution
1 210 848
€
Duration 36
months
Start date
End date
Quality schemes
- PDO/PGI/TSG