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

Objectives:

• Increase awareness and knowledge of the excellence of EU agricultural products in general for businesses (primarily) and consumers, in various aspects corresponding to characteristics of EU food and beverage products.
• Reinforce and popularise the image of “EU brand”.
• Specific key merits to highlight are:
  • safety
  • quality
  • authenticity (GIs)
  • sustainability

Target audience:

The target audiences of the activities under this campaign are:

• Business (primary target audience): Importers and distributors, retailers (mainly super- and hypermarkets), HoReCa
• Consumers: Affluent consumers, Middle class, Millennials, Urban audiences
• Specialised media and influencers

Products covered:

While the campaign is generic in nature, a special emphasis is placed on the following product categories:

• Dairy (open trade)
• Pork (open trade), fresh and processed
• Poultry (trade not open yet), fresh and processed
• Fruits (trade not open yet), fresh and processed, fruit juices
• Vegetables (trade not open yet), fresh and processed
• Wines, alcohol and spirits
• Oil, including olive oil
• Sugar
• Chocolate, confectionaries and bakery

Activities:

The mix is composed by: key-opinion leaders partnerships, public relations, various types of events for consumers such as supermarkets in-store and online promotions, specialised seminars for professionals and ongoing advertising and communication via various channels: social media, outdoor, digital media.

Overall budget:

€6.950.051,00