‘Colours by Europe. Tastes of Excellence’ – EU promotion campaign in South Korea

Objectives:

The overall goal of this campaign is to promote EU-agricultural food and beverage products in Asia, more specifically in South Korea.

The EU wants to raise awareness on the key merits of EU agricultural produce – safety, quality, authenticity, sustainability. It aims to show audiences how to best enjoy these products and why they should  purchase them, in order to reinforce the EU presence in those markets.

The campaign targets similar audiences in the three countries: consumers, business, and specialised media and influencers.

Strategy:

The next phase of the ‘Colours by Europe. Tastes of Excellence’ campaign has launched to increase awareness and knowledge of the excellence of EU agricultural products in South Korea. It targets business-to-business professionals, media, influencers and consumers in major cities.This campaign will boost visibility, reinforcing specific key merits to increase demand and market share of EU agricultural products. 

Activities:

The campaign features new social media partnerships, participation in major trade fairs, trade seminars and workshops, cooking classes at department stores and supermarket promotions.

Overall budget:

€ 7.500.000,00