Target:

— Priority target: shoppers aged between 25 and 49 years old

— Secondary target: retailers (mass market retailing, cheese shops)

European multi-country campaign dedicated to EU PDO & PGI logos and associated dairy products.

A Dutch dairy PGIs and French dairy PDOs programme run under EMF and targeting 3 countries: the Netherlands,Germany and France

Duration in months: 24

Keywords: PDO, PGI, cheese, butter, cream, awareness, EU quality schemes, meaning, consumption, France,Germany, the Netherlands

Context: The EU barometer study n°440 (January 2016) proved that EU consumers still have very low awareness levels on EU PDO and PGI labels and an even worse understanding of what these quality schemes mean. As a result, these labels cannot fulfil their role as a strategic marker for consumers as they make their purchasing choices. This programme will be carried out from 2018 to 2019 by CNIEL and NZO/ Zuivelstichtingfor Dutch dairy PGIs and French dairy PDOs.

This programme will be carried out from 2018 to 2019 by CNIEL and NZO/Zuivelstichting for Dutch dairy

PGIs and French dairy PDOs and aims to:

a. Increase PDO/PGI logo awareness

b. Increase consumers’ understanding of the logos’ meaning

c. Enhance the consumption of PDO/PGI dairy products

The strategy consists in balanced push and pull activities finely tuned in order to reach the objectives

of the programme. The information according the quality EU scheme will be done using examples of the original,traditional, ‘terroir’ French and Dutch excellent dairy products. The ‘pull’ information about the PDO

and PGI will be rolled out by communication instruments with a large reach, such as TV (France), online and media. The pull information has been chosen to contribute to objective a and b “Increasing PDO and PGI logos’

recognition rate” and “meaning for consumers”. The ‘push’ will be given by activation instruments such as consumer flyers, on pack

leaflets and in-and near store activations (including retailer magazines). It will contribute directly to objective c “Enhancing theconsumption of PDO/PGI dairy products”.

The retail activations (print, tastings, displays and on-pack), flyers and social media are the linking pin between the education of the EU quality schemes and its symbols and the PDO-PGI dairy products (‘take a look

what’s behind the logo!’).

These activities will be enhanced by free publicity (a press event in year 1 in all target countries and

continuous press information) and in France every year by a big consumer ‘tasting event’.

2018: 70 900 EUR

2019: 70 900 EUR

Services expected:

Common evaluation (DE, FR, NL):

Quantative pre-test

Evaluation strategic framework design / launch meeting

Survey "T0-T1/T1-T2 »

Year evaluation report

France:

Qualitative pre-test TV & Press and Survey French TV campaign.