The campaign is to promote and install quickly a logic of communication and promotion of milk and dairy products from French and European agriculture to better position them in the target markets against other imported products.
The program targets the target countries to increase the knowledge and accessibility of dairy products by:
- education of targets for the use of European milk and milk products in line with local consumption habits promoting the prescribing role of European dairy products,
- better visibility in points of sale and the use of this point of contact as a vector for consumer education,
- promotion and communication actions that will enable the targets to be sensitized.
Senegal, Ivory Coast, Cameroon, Republic of Congo, Nigeria.
The Framework Agreement and subsequent contracts are for computer engineering services.
The services of this lot are aimed at providing change management and support for the deployment of solutions.
The purpose of this package is to provide piloting, analysis, development and application integration services in the context of new projects or the evolutionary and corrective maintenance of existing services.
The services of this lot are the services of putting into production, exploitation, management of documentation and service assets, and support to the Research Community Education Network and Digital Services.
The services of this lot are intended for Network project management services (such as technical-functional projects, network deployments or associated infrastructures, or telecom work conductors) or network engineering services.
The services of this lot are for security services in identity management and identity federation.
The services of this lot are intended for infrastructure project management services or project contributor services for infrastructure and computer systems projects.
The services of this lot are for project management or engineering services of Visio-Conference.
The services of this lot are intended to carry out tests on application projects implemented by the gip renater.
— 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 theoriginal, 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”.
2018: 2 471 490EUR
2019: 2 514 710EUR
Media buy for insert and announcement:
In all countries; National retailer magazines
In France and Germany: B2B or B2C media or publications, store magazine and mainstream magazines.
Broadcasting TV media plan based on 20' and 30' videos in France
In France and Netherlands: Online media plan for 20’ videos
In all countries: media buying space to boost Facebook posts and the web portal.
TMA and Hosting Scanners.
Third-party application maintenance and hosting services for scanners, engines for research and innovation, higher education and professional integration.