TURKEY FROM EUROPE - UNDER THE WINGS OF QUALITY

TURKEY FROM EUROPE - UNDER THE WINGS OF QUALITY
This unique Programme promotes turkey meat produced in Europe in 3 markets: Poland, Germany and Czech Republic. It aims to educate consumers about the nutritional benefits of turkey meat produced in Europe, as well as the high quality of turkey meat, which is a result of strict European production regulations and procedures. As an effect, the final product: European turkey meat – should be perceived as a valuable element of a proper diet and healthy lifestyle.
The Programme will be implemented under the name “Turkey from Europe – Under the Wings of Quality”, which allows for communication of crucial aspects connected with specific features of European production. It also brings emotional value showing extraordinary care for consumers of turkey meat produced in accordance with European law.
The direct, but not an ultimate target group of the Programme, are opinion leaders (TG1) in each of chosen markets. Through TG1 the message will be conveyed to final consumers: (TG2). The strategy of this Programme is based on providing objective information by the Programme experts (strong authorities: professors, scientists will be used to provide essential knowledge), trusted opinion leaders and popular influencers. Such way of communication ensures the highest possible level of reliability and provides long-term effect based on change of consumers’ attitudes. As the core target group shapes opinions on internet basis, communication to consumers (TG2) will be focused on that channel. Intensive PR activities will provide an unbiased character of communication.
As a result, the improvement of the condition of the European turkey industry, increase in sales value with ROI = 19,2 (for 3 years 2019-2021), as well as improvement of European consumers’ eating habits are expected. Moreover it might contribute to the fight with rising overweight and obesity problems in Europe.