Simple campaign
Inactive
Acronym:
CHEESE UK 23
Number:
101095357
Call ID:
AGRIP-SIMPLE-2022
coordinator:
CENTRE NATIONAL INTERPROFESSIONNELDE L'ECONOMIE LAITIERE
-
France
The United Kingdom is now a third country, but it remains the leading export destination for European cheeses in volume. It is a high-potential market for European cheeses since years. Cheese is very much a part of British eating habits. Since the Brexit and the Covid-19 crisis, the United Kingdom tries to be more self-sufficient. In a weakened market context, where the international trade is disrupted, particularly by the Ukrainian crisis, it seems legitimate to support exports and consumption of European products.
In this very unstable context, it is essential to re-energise the European market. Targeting mainly consumers, foodies, influencers, journalists, actors of the trade, retail and food service, this action aims to inform about the essentiality, accessibility and sustainability of European cheeses and in particular aim to increase the level of knowledge, improve the image and reputation of European cheeses and their qualities among the targets of the action.
The main BtoB and BtoC activities foreseen by this 3-year action include: influence strategy, partnerships with KOL, communication tools, content creation, press and consumer events, press trip, study tour, ads, training courses and point-of-sales promotion.
The final expected result is to support the European cheeses purchase and consumption in the United Kingdom in order to maintain the level of European exports in 2022 (projection), which is at least 419,262 tons per year.
In this very unstable context, it is essential to re-energise the European market. Targeting mainly consumers, foodies, influencers, journalists, actors of the trade, retail and food service, this action aims to inform about the essentiality, accessibility and sustainability of European cheeses and in particular aim to increase the level of knowledge, improve the image and reputation of European cheeses and their qualities among the targets of the action.
The main BtoB and BtoC activities foreseen by this 3-year action include: influence strategy, partnerships with KOL, communication tools, content creation, press and consumer events, press trip, study tour, ads, training courses and point-of-sales promotion.
The final expected result is to support the European cheeses purchase and consumption in the United Kingdom in order to maintain the level of European exports in 2022 (projection), which is at least 419,262 tons per year.
Product sector:
- Cheese
Target country:
- United Kingdom
Budget
Total
3 887 282,60
€
EU contribution
3 109 826,08
€
Duration 36
months
Start date
End date