Descrizione dell'appalto
Specific objectives of the program: At the end of the 36-month action it is estimated to have No 1,383,317 people who have increased the level of knowledge regarding the EU products promoted and to activate the marketing of the products of the proposing organization in this market
This number actually expresses the impact indicator in terms of information return of the action.
Topics to be addressed.
As a main message, the quality of European pork and pork products will be communicated, in terms of food safety, traceability (guaranteed by a controlled supply chain), labeling and nutritional and health aspects. Alongside this main message, the specificity of pork production methods, animal welfare, environmental sustainability and the intrinsic characteristics of meat products will also be communicated.
Pork (especially in terms of quality, taste, diversity and tradition).
The messages will indicate the origin of the products in line with the provisions of the regulations and the convention, that is: keeping the EU as the main message, indicating the national origin of the product without obscuring the main EU message but integrating it, reserving 'indication of origin only for visual and non-audio material.
Target groups:
1) Operators, main and direct target group, divided as follows:
(a) trade operators: importers, distributors, retailers;
(b) media operators and KOLs: sector press, food and beverage, cooking, wellness, nutrition, key opinion leader, social media/web influencer;
(c) HoReCa operators: chefs and restaurant operators;
(d) sports operators: sports doctors, nutritionists, technical staff, professional sportsmen;
2) Consumers, indirect target group, with particular focus on adult food lovers (25-54 years), attentive to the issues of well-being, health and cooking, of medium-high socio-economic class, residing in the major metropolitan areas of both markets.
Activities to be carried out:
— public relations (press events),
— website,
— social media,
— advertising,
— communication tools (promotional materials and videos),
— exhibitions,
— workshop seminars,
— training courses for cooks,
— study trips to Europe,
— promotion at the points of sale
— market research and surveys.