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Description

Conducting an evaluation survey of a collective information and communication campaign for EU cheese in three countries (Brazil, Argentina and Chile) in 2019-2021 which: — main targets are: (a) Foodies in the target countries; (b) Consumers – in particular females aged 25 to 49, CSP + and CSP ++ (high revenue); living in the large citiesof the target countries. — secondary targets are: (c) Online and offline press (print, radio, TV, web ...), chefs; (d) Influencers and bloggers as well as the main influencers on social networks because they are inherent in the current modes of communication. The main messages to communicate will be: cheese carries strong values that correspond to those the targets of the program seek and appreciate in all European products: — authenticity/tradition, — diversity, — quality, — adaptability. Cheese is very diverse. Its diversity constitutes a patrimony and inherent European culture. Cheese can be consumed in a variety of ways in many occasions and circumstance Conducting an evaluation survey of a collective information ans communication campaign for EU cheese in three countries (Brazil, Argentina and Chile) in 2019-2021 with two main objectives are: Objective 1: Increase awareness amongst Brazilian, Agentinean and Chilean foodies/food lovers A measurable increase in awareness of EU Cheeses amongst our targeted food lovers, as well as an increase in awareness of the key messages of quality surrounding these products. This raised awareness will be a tangible example of EU agricultural products of high standards, particularly in terms of their quality, taste,diversity and traditions. Objective 2: Increase dairy exports from the EU to Brazil, Argentina and Chile A measurable increase in exports of European cheeses towards Brazil, Argentina and Chile The proposed strategy aims to rapidly increase the consumption of European cheeses in the target markets by developing events, direct information campaigns at points of sale and information actions in targeted countries based on the following criteria: 1) Reinforce the image, knowledge and recognition of European cheese; 2) Highlight the capabilities and ease of use of European cheese through a wide range of uses and opportunities for use; 3) Promote cheese which represents both European culture and a European heritage by asserting in each country: — the specificity of cheese, a unique product from European agriculture, — the practical and essential side of cheese that adapts to a wide range of uses, — the natural and authentic nature of cheese, an environmentally friendly product made from high-quality raw materials subject to high safety requirements. The strategic choices to achieve the objectives are: — address the targets through influencer channels, — communicate to the target groups new information on the European cultural dimension of cheese which they may not always be aware of, with little knowledge of the excellent quality of cheese from European agriculture, — among the influencers, communicate data on the unique, individual, and thus authentic European cheeses.