FINEST EUROPEAN SUSTAINABLE TRESURES

Promotional Campaign to Enhance Awareness and Recognition of EU Quality Schemes as specified in Article 5, paragraphs 4(a), 4(b), and 4(c) of Regulation (EU) 1144/2014 of the European Parliament and Council. Featured Products: quality schemes from Regulation (EU) 1151/2012, Regulation (EC) 110/2008, and Article 93 of Regulation (EU) 1308/2013, highlighting Chianti Classico PDO wines and Chianti Classico PDO olive oil. Duration: 36 months. This project is a continuation and builds upon the experiences from a previous campaign in the same target countries, named MEET.
The campaign seeks to elevate awareness and recognition of EU quality schemes in Italy, Germany, France and Sweeden through a comprehensive series of informational and communication activities. These activities are designed to motivate the target audience to purchase the involved product categories. The primary audience includes end consumers, with secondary targets encompassing professional operators and traders (such as buyers, commercial distribution operators, Ho.Re.Ca. and retail sector operators, chefs, sommeliers, and food experts), journalists, specialized opinion leaders, influencers, and bloggers.
The strategy is divided into two main approaches: an informative and educational approach, focusing on communicating the benefits of the certified products (PDO); and a comparative approach, highlighting the distinctions between these products and their competitors.
The project involves coordination, public relations, a dedicated webpage, social media, an e-learning platform, various communication tools, print advertising, and events including trade fair stands, seminars, event sponsorships, tasting events, study trips within the EU, costs for the implementing body, and evaluation of results.