‘More than Food and Drinks, Savoring Stories’ - EU promotion campaign in the US

The US is the EU’s largest trade and investment partner, receiving 16% of its drinks and food exports. Over the years, Americans started to pay close attention to organic, safe, and quality food; European Food & Beverages (F&B) combine all those merits, along with authenticity, sustainability, and tradition. The campaign aims to promote all EU F&B excellences from all 27 EU Member States, showing a large variety of products ranging from meats, cheeses, olive oil, chocolate, vegetables and fruits, pasta and bakery products, wines, spirits, and beers. It also promotes the EU quality labels: organic, PDO and PGI.

Objectives:

• Increase the demand for EU agricultural food and beverages products in the US. 
• Increase the intention to purchase and access agricultural food and beverage products from the EU.  
• Increase the share of the EU agricultural food and beverage products on the US market.   
• Increase awareness and knowledge about the excellence of the EU agricultural products, highlighting their key characteristics (safety, quality, authenticity, sustainability). 
• Establish and popularize the image of the “EU brand”.

Strategy:

The campaign strategy employs various channels such as: web, social media (LinkedIn, Instagram), storytellers’ engagement, media advertising (online advertisement, paid media placement), media relations, participation in B2B and B2C events, retailer promotions, and online promotions (e-commerce).

Activities:

The campaign features an assortment of activities both for business and consumer audience, such as: professional seminars and trade fairs; festivals, displaying the EU F&B produce and offering tastings; in store and e-commerce activities; advertising via various channels (web, social media, printed and digital magazines, outdoor).

Overall budget:

€ 8.280.130,47