The purpose of this contract is to design and carry out an information and communication program in favor of European cheeses in Asia from 2023 to 2025, and more specifically in Japan, South Korea, and P.R. China. This program will be a continuation of the "CHEESE JPKRCNT 20" co-financed program, which will end in December 2022. It will have to deliver new avenues of promotion and communication based on the results of the previous

Objective 1: Provide information on the essentiality of European cheeses and in particular aim to increase the level of knowledge, improve the image and notoriety of European cheese and their qualities among the targets of the action.

Objective 2: Support European cheese exports and increase market shares in target countries. And in particular: support the competitiveness of the European agricultural sector in target countries and reposition European cheeses against other imported cheeses and local cheeses.

The purpose of the tender is to select an agency in order to create and implement a collective “information and communication programme to promote European cheeses in Japan, South Korea and P.R. China 2023-2025.

The strategic choices to achieve the objectives are as follows:

• A real strategy of influence to reach targets, a major work package of this Call for Tenders.

• A coherent and creative PR system, offering both the dissemination of quality information and experience; but also making it possible to guarantee coverage and integration of this information by the targets

• Events and purchase incentive activities for the general public, for educational and experiential purposes, in selected markets

• Training activities for the professional targets in selected markets.

• Point-of-sale promotions in order to raise awareness among consumers at their place of purchase, by offering them solutions for the recognition and appropriation of cheeses through tasting sessions (if the health situation permits) and by submitting to them visually all the graphic codes of the program (PLV).

• A comprehensive communication plan, as well as a coordination seminar, are also expected each year.

• Any other activity deemed relevant to the objectives and targets.

NB: Advertising purchases should be particularly justified if recommended.