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European Research Executive Agency
Projekt

‘Bites of Europe – A trip to Europe in every bite’ – EU promotion campaign in Mexico

This EU campaign aims to showcase the diversity, quality, safety and authenticity of EU food and beverages in Mexico to consumers, importers, distributers and media.

Bites of Europe – A trip to Europe in every bite 2019
Bites of Europe – A trip to Europe in every bite | ©European Union, 2019

Objectives:

  • Increase awareness amongst importers, distributers and consumers about the standard of  excellence upheld in EU agricultural produce in quality, authenticity and safety.  
  • Create a positive image of EU agricultural produce in Mexico in order to help increase demand and market share of the promoted products in the country.

Additionally, the campaign also aims to increase the awareness and recognition of the EU quality schemes (organic, geograhpic indications) amongst importers, distributers and consumers.

Strategy: 

The campaign makes Mexicans travel to Europe through gastronomic experiences and promotes the key merits of EU agricultural produce. It leverages on the audience’s curiosity, their interest in discovering, travelling and testing new experiences, and invites them to introduce EU agricultural produce in their daily life.   

The promoted product categories are:

  • Cereals, bread and pasta
  • Cheese and Dairy
  • Olive oil
  • Meat
  • Fruit and Vegetables
  • Confectionary
  • Wines, beers and spirits

Activities:

The campaign is designed with a full approach to reach the target audiences through B2B, B2C, and media relations channels and activities. It will feature tastings and workshops, masterclasses and VIP dinners as well as online and onsite food trips. Communication and advertising services will also be put in place at these events in collaboration with influencers and renowned chefs. Additionally, the campaign has a strong digital component, with a dedicated website and social media channels that will share informative content and animated videos.

Kontaktandmed

Nimi
Bites of Europe – A trip to Europe in every bite