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European Research Executive Agency
Projekt

‘More than Food India’ – EU promotion campaign in India

Agricultural food and beverage produce from the European Union are more than just food and drinks; there is a story behind each flavour and ingredient. With this campaign, we aim to share those stories through promotion activities in India.

More than Food India – EU promotion campaign in India 2021
More than Food India – EU promotion campaign in India | ©European Union, 2021

Objectives:

To respond to the challenging situation on the EU market following the COVID-19 pandemic, the EU aims to:

  • Open or deepen alternative markets for its agri-food produce;
  • Increase the demand for EU products, and to increase their market share in India.

More specifically, the communication objectives of this campaign are to:

  • Raise awarenesss of the quality excellence of EU agricultural products in India for businesses (primarily) and consumers
  • Reinforce EU branding ”.

Specific key merits to highlight are:

  • safety
  • quality
  • authenticity (GIs)
  • sustainability

Strategy:

Given the COVID-19 situation, a strong online presence for both B2C and B2B activities has been developed.

The target audiences of the activities under this campaign are:

  • B2B: Importers, Retailers, Distributors and the hospitality  sector
  • B2C : Affluent consumers, Middle class, Millennials, Urban audiences
  • Multipliers: Specialised media, Influencers

Products covered:

- Dairy (open trade)

- Pork (open trade)

- Poultry (trade not open yet)

- Fruits (trade not open yet)

- Vegetables (trade not open yet)

- Wines and spirits

- Olive oil

Activities:

  • B2B: Networking Dinners | Food Video Series | Masterclass Events and seminars |Trade Fair Participation
  • B2C Engagement Activities: Food Sampling | Social media influencer outreach | Communication: Website| Social Media | Video series | Newsletters | Paid Advertorials

Kontakt

Name
More than Food India – EU promotion campaign in India