Information action fruit juice for image improvement and sales promotion

Activity to improve the image of and promote fruit juice and fruit nectar in Germany and Austria. Duration: 3 years.Marketing objective: Sales increase. Linked objective: Strengthening of the competitiveness of the fruit juice industry and the preservation of jobs on behalf of the agricultural raw material producers.Communication objective: Improvement of knowledge about fruit juice and its nutritional and qualitative aspects (EU standards etc.), as well as related counteraction towards declining opinions and attitudes towards fruit juice.Core target group: Women (20 to 50 years old active in household management, with a minimum net household income of EUR 2 500 .Secondary target groups: Opinion leaders and multipliers (nutrition experts and counsellors, media, influencers/bloggers, beverage wholesales, industry members).The planned activity is an information campaign aimed at fulfilling the marketing objective through the aforementioned communication objective. In accordance with the objective, the communication strategy is based on two complementary approaches: emotional / creative communication and fact-based communication. In many activities, both approaches are combined for intensifying purposes.Main message of the activity: Diversity from Europe – naturally with juice!An efficient communication mix of general media relations, blogger relations, science PR with the participation of nutrition experts, as well as social media marketing and events, sets the foundation for transmitting fact-based content as well as an emotional approach. A communicative cascade is implemented as a result, which generates attention by surprise and subsequently inspires, motivates and reactivates in order to convince further with facts and knowledge.Total budget: 1.505.525,80 EURhttp://www.fruchtsaft.de