Multi program for European Conference pears in Germany and Austria.

This program concerns a promotion campaign for European fresh pears (Conference) in Germany and Austria. The Conference pear is the most commonly cultivated pear in Europe. 42% of all pears cultivated in Europe are Conference pears and this percentage is growing: in 2002 it was just 25%. In order to safeguard the future cultivation of this important pear variety, it is essential to gain a position of strength on the European market. Given the loss of the Russian market and the upcoming Brexit, the aim is to build up a more stable sales percentage in the European market. For these reasons, NFO and VLAM have decided to submit together a proposal to provide promotional support for this pear species in the important German and Austrian sales markets which have major imports of fruit (including pears) from outside the EU. This new proposal aims at consolidating and expanding the acquired market shares in Germany and at building up a new market in Austria. This new promotional campaign is a continuation of a successful 3-years promotional campaign ‘734418-CONFDE “Die leckere Birne aus Europa – Immer eine gute Idee"’ which started in 2017 and will run until the end of 2019. As in the previous campaign, the main goal of this new campaign is tastings at the retail point in order to highlight the product characteristics and show to the consumers  the various possible uses of the Conference pear. Furthermore, a need for strenghtening the position will lead to a continuous presence on the main B2B-events delivering the message about the high-quality characteristics of the  products from the European Union and about the advantages of the Conference pear in particular.