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

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