As the client, the Free State of Thuringia intends to award a communication campaign to raise consumer awareness with the aim of strengthening regional value chains in the Thuringian agriculture and food industry to a contractor in the form of a three-year service contract between 2023 and 2025.

The central task is the development of a communication concept for the promotion of regional processes in the production of Thuringian products of the agriculture and food industry. The topics of regionality, seasonality, organic farming, sustainability, animal welfare, traditional specialties and regional value chains in Thuringia should play a significant role in communication.

The diversity of Thuringian products is to be highlighted. The advantages of purchasing regional food from Thuringia must be made transparent to consumers.

The target group is primarily end users of all ages. The application must be based on their consumer behaviour. Likewise, the different dietary directions must be integrated.

The central task is the development of a communication concept for the promotion of regional processes in the production of Thuringian products of the state and food industry.

The consumer approach should be contemporary and authentic at the same time.

The harmony between modern awareness of tradition and innovative spirit is to be conveyed.

The topics of regionality, seasonality, organic farming, sustainability, animal welfare, traditional specialties and regional value chains in Thuringia should play a significant role in communication.

The diversity of Thuringian products is to be highlighted. The advantages of purchasing regional food from Thuringia must be made transparent to consumers.

Through appealing graphics, the topics are visually highlighted and comprehensibly depicted. The Thuringian Brand Manual must be observed when creating graphic illustrations.

Emotional values such as attachment to home, diligence, skill, community, responsibility and friendliness must also be conveyed.

In particular, emphasis is placed on the development of an overarching idea, a holistic idea for the communication campaign. This common spark inherent in the campaign is said to be new.

The target group is primarily end users of all ages. The application must be based on their consumer behaviour. Likewise, the different dietary directions must be integrated.

The campaign is intended to communicate the following essential content:

Regional value chains that bring together producers, processors and marketers horizontally and vertically, create value in the region, secure jobs and avoid climate-damaging transport routes.

Combining traditional recipes with innovative variants.

Thuringian food industry stands for quality and taste, with state-of-the-art technology.

Thuringian direct marketer, cultivation/rearing, processing and marketing everything in one hand.

Culinary specialties in the Thuringian hospitality industry.

Presentation of actors in the Thuringian agriculture and food industry who live for their work, who can inspire others, who have the courage to start something new. The presentation is based on neutral factual information without evaluation.

Presentation of regional peculiarities of production processes, production and processing processes.

Creating emotional bonds with the region.

Proposals:

Concrete projects must be developed with the help of which communication with the consumer can be strengthened.

The presence at the point of sale is desired and to be supported by posters and tasting. The various marketing channels of regional products must be taken into account.

Examples of successful regional value chains and networking of partners within the production chain are to be illustrated as best-practice examples and marketed to the public.

Branding and advertising:

The communication campaign is to be accompanied and strengthened by a brand. The graphic of the brand is intended to stand for the entire production chain of the agriculture and food industry and serve to establish Thuringia's image as a country of pleasure and its anchoring in the minds of the citizens. The brand is intended to imply a Thuringian identity.

The brand is to be strengthened by a common and emotional slogan. The slogan is intended to support the campaign especially for non-visual advertising formats.

Advertising material and equipment:

Proposals for the acquisition and graphic design of advertising materials and equipment for use at consumer events are to be submitted. The selection of advertising media must be geared to specific target groups. Great emphasis is placed on sustainable products. New ideas that thrive on surprise effects are in demand.

The equipment is primarily intended to be used for the design of consumer trade fairs. Not the trade fair stand itself, but its graphic design should be in the foreground.

The communication campaign can be designed for the following channels:

Print advertising: Target group-specific selection of media

Rundfunkwerbung

Website: Integration of the campaign into the website of thüringer Agrarmarketing www.agrarmarketing-thueringen.de

Point of sale: At the various points of sale of the respective producer groups

Reach: State of Thuringia

A social media campaign (SM) is to be used as a supporting element within the communication under target group-specific selection of media channels and content. SM is intended as a distribution channel to strengthen the classic advertising channels, to accompany the campaign and to play out the campaign products.

As a financial framework, a maximum of € 100,000 gross from the campaign budget is available within the three-year campaign period.