‘Colours by Europe. Tradition of Excellence’ – EU promotion campaign in China

Building on the successful launch a few years ago, the campaign reinforces the promotion of EU food and beverages in China by increasing their daily presence on Chinese tables, opening up a world of combinations to local consumers.

Objectives:

The overall goal of the communication campaign is to increase awareness and knowledge of the excellence of EU agricultural products for consumers and businesses, in various aspects corresponding to characteristics of EU food and beverage products. This campaign works towards a recognition of the “EU brand” with a specific focus on Geographical indications and organics in view of the EU-China GI Agreement and the EU Farm to fork strategy.

Strategy:

Just like Europeans, Chinese people have a special relation with food, believing that food not only needs to be nutritious but must also look appealing, colourful and vibrant. With a colourful visual identity, this campaign builds on the fact that EU agricultural produce already enjoy a positive perception in China. The campaign invites consumers and businesses to include EU agricultural produce in their daily lives. It will also raise awareness about the exceptional quality, safety measures and high production standards associated with these products.

Categories to focus on:

• Wines, spirits and beer
• Fresh and processed meat products, particularly pig meat, offal, bovine and poultry meat
• Dairy, in particular selected hard cheeses, baby milk powders
• Olive oil
• Processed cereals and pasta
•  Infant food
• Confectionery
• Fruit and vegetables

Activities:

Stronger emphasis will be put on Geographical Indications (GI) and organics in view of the EU-China GI Agreement and the EU ‘Farm to fork’ strategy. The campaign format will be predominantly digital, supported by offline activities. An extensive advertising campaign will expand the audience reach by moving further across China reaching out to people on new platforms.

Overall budget:

€ 7.883.000,00

Social media:

• Wechat: 享味欧洲 (Enjoy it's from Europe)

  

• Weibo: 享味欧洲 (Enjoy it's from Europe)