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/Zuivelstichting for 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 the

consumption 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’.

Services expected:

Creation of communication tools (leaflet, on pack sickers, logo stickers,...)

Video production and adaptation: 2 TV format and 6 online format

Creation, photo buying and fees enclosed

Press information editorial, mailing and continuous PR activities in Germany and France

Common press event in 3 countries

Cheese delivery and press event (tasting) in Germany and France

For all countries: adapt the existing websites to the new campaign concept*, unify and update programming for

a more dynamic look content and interactive site. And work on the technical specificities for a better SEO.

In France and Germany: work on uploading and updating content and price contest. Development of content on

all websites.

For each country: establishing one Facebook** account about PGI / PDO reaching the target group.

Maintain traffic and Facebook attractiveness with a performing commitment rate by continual posting plan,

community management.

In France: creation and activation of online games

Event: Three-day annual event in France each year

On pack/near store promotion*:

Postal mailing for retailer, kit trade and operation in store display.

Generic POS material — support for generic in-store presentation of EU labels: online learning tool to educate staff, generic info material, promotion kit.

*Work with the creation agency on communication tools for adaptations and printings

**Facebook ads budget are engaged for each country.